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Growth Analytics

Improving a Fortune 100 financial services firm's customer acquisition strategy

Client Situation:
Our client, a Fortune 100 financial services firm, commissioned the Growth Analytics practice to conduct an economic assessment of recent customer acquisition campaigns for its consumer credit card business, and to establish a long-term framework to optimize price offers in future acquisition campaigns.

Opera Approach: Our data-intensive approach to the client's customer acquisition challenge was comprised of three parts:

• Behavioral modeling
• Customer segmentation and
• Impact realization

In the behavioral modeling phase, we performed a top-level analysis of the recent acquisition campaigns, which were followed by a series of price-sensitivity and predictive-response modeling to better understand how potential customers within varying demographic groups react to our client's acquisition campaign offers.

In the segmentation phase, we conducted both sensitivity segmentation and integrated segmentation to identify customer price sensitivity as demonstrated by our client's acquisition campaigns.

In the Impact rationalization phase, we formulated segment-level strategies, overlaying our pricing and population optimization models to obtain optimal pricing levels by customer segment, and then mapped the economic impact of our findings to give our client a clear picture of the financial benefits obtained through sensitivity-based pricing.

Results to Date: In response to this challenge, Opera's Growth Analytics practice developed a sensitivity-based pricing tool for our client's current and future external customer acquisitions; based on this sensitivity segmentation, our client's future acquisition campaigns will optimize price offers with a potential impact of ~$35MM.

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