Case Study: FICO boosts marketing engagement and data efficiency with Tray.ai

FICO grows engagement and takes ownership of data

FICO, the financial technology and analytics company, needed a better way to connect its back-end data sources with its front-end marketing stack. Its Consumer Team was manually loading flat files for campaigns, managing lists by hand, and working with disconnected systems that made customer and engagement data difficult to use effectively. To solve this, FICO turned to Tray.ai and its Tray Platform.

Using Tray.ai, FICO synced Marketo with its data warehouse to automatically consolidate, de-dupe, and refresh lead, customer, and preference data, creating a more reliable single source of truth for marketing. The result was cleaner, timelier data and major performance gains: email deliverability improved from about 60% to 90%, open rates increased by 26%, and click-through rates rose by 9%, while the team also saved significant time on manual data handling.

FICO

Caryn Ryan

Senior Consumer Marketing Manager