Case Study: Major Regional Financial Services Company achieves increased credit card penetration and profitability with Merkle

Major Regional Financial Services Company - Customer Case Study

A major regional financial services company discovered its credit card penetration was under 10% and well below the industry average, so it engaged Merkle to design an enterprise cross-sell program using CRM analysis, segmentation and predictive modeling to deepen card penetration among its retail bank customers.

Merkle delivered a strategic roadmap—TRIP-based segmentation (transactor/revolver), profit and payments-behavior models, randomized test mailings, targeted offers (including PURLs), and channel/frequency/creative testing—that scored and prioritized high-profit prospects. Merkle’s predictive models produced a measurable lift in identifying higher-profit accounts (modeling samples show top decile predicted expected profit above actual, e.g., predicted ~320 vs actual 300 in the highest lift decile), enabling more relevant offers and improved acquisition efficiency.