Growing Bank Deposits with Targeted Prospecting Bank Discovers $5.6 Billion in Potential New Assets case study Challenge: Costly Direct Mail Campaigns Fail to Bring in Significant New Assets Many bank marketing efforts rely on segmentation systems that are built solely on demographic, lifestage or survey-based data or that use only a few variables to segment millions of customers. This results in firms wasting their scarce marketing and prospecting budgets. Common segmentation ailments include: ¦ Ignoring key financial behaviors ¦ Targeting prospects that have limited investment potential ¦ Communications materials that do not have the right message or offer for the target audience ¦ Media plans that are ill-suited for the prospects the bank is trying to engage In order to ac

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