Case Study: Leading North American Bank achieves up to 6% profit increase per eligible account with FICO Action Segments for Customer Marketing

Leading North American bank finds renewed success in customer marketing with new FICO solution

A leading North American bank facing market saturation needed to improve customer retention, grow share-of-wallet and lift marketing ROI. The bank found its traditional, siloed campaigns focused on short‑term response and lacked a customer‑centric view of preferences across products, so it partnered with FICO to gain deeper insights and more effective cross‑sell and upsell strategies.

The bank piloted FICO Action Segments, a predictive, genetic‑algorithm‑based segmentation and action‑effect modeling solution, and split its eligible base into revolver, transactor and inactive groups, producing 22 action‑based segments. Simulations showed targeted offers could deliver $1.50 to nearly $7.00 per eligible customer over 12 months (up to about a 6% profit increase per account) across more than a million eligible accounts, improving ROI and enabling more precise, timely marketing.