Leading card issuer posts a double-digit increase in marketing response rates

First Bankcard had a wealth of useful data to help make predictions about their customers. In addition to drawing from its rapidly growing customer database, which tracks the activity of millions of credit card customers who often post multiple transactions per day, the bank enriched its data warehouse with third-party credit bureau data as well as demographic data supporting new account acquisition efforts. And it put all that data to use, generating many thousands of test offer combinations per year.