A Private Label Credit Card (PLCC) issuer and its private-label client, a large home improvement retailer, needed to improve the use of transaction data to drive the retailer's marketing programs. Chris Cahill led a team charged with combining disparate data sources and driving deeper customer and prospect insights to enhance marketing effectiveness.
Approach
The project team developed an Analytical Roadmap detailing actions and sequences to:
- Unify disparate data sources from the retailer and card issuer
- Develop analytics to create a more holistic understanding of customer purchase behavior, demographics, and retail needs
- Pursue opportunities to increase profitable sales revenues through PLCC-specific strategies
- Improve the ability to plan and implement differentiated marketing programs by introducing actionable customer segments
Results
- Significantly enhanced the client's ability to develop a complete view of customer and prospect behaviors
- Tied development of valuable customer insights to specific marketing programs that capture value from those insights
- Enabled client to direct marketing spend toward the more responsive customers
