Case Study: Top-10 Bank halves campaign execution time and doubles account performance with Merkle

Retail Bank Gap Analysis and Road-Mapping Framework

A top-10 bank with an international presence engaged Merkle to assess and improve its U.S. direct marketing and consumer lending efforts after fragmented, overseas-run database and marketing functions led to overlapping programs, inefficient campaign management, and missed lending goals. Merkle was hired to perform a database marketing assessment and develop a roadmap covering database management, targeting, modeling, creative, digital, production, tracking and analysis.

Merkle delivered an 8-week gap analysis and an actionable roadmap plus implementation support, building an “equity engine” to cut execution time from 14 to 7 weeks, reduce handoffs and staffing touch points, and introduce bi-weekly reporting for faster learning. The program increased funding by 65% and doubled annual account performance while improving offer alignment, penetration and production efficiency—outcomes driven by Merkle’s integrated roadmap and execution.