Home > Archive > February 11, 2003 > Approach
Partial page image followed by the entire text. Robert Mark added.
Our approach is built on state-of-the-art analytics in three areas.
Consumer research is used to uncover and quantify underlying attitudes, biases, feelings and beliefs, generating better, psychometrically-enhanced profiles.
Advanced modeling is used to extend and calibrate these results to the population, and to create better risk and response predictions from available bureau, demographic and transaction data.
Decision science is used to craft improved strategies at the individual level, incorporating data on costs, revenues and risks.
Our customer analytic software systems are typically implemented for client use in a three-phase process.
Situation Assessment: To understand environment
Pilot Application: To demonstrate value
System Implementation: To transfer capability
Xamplify’s customer analytics system and software is used to improve the efficiency and effectiveness of marketing efforts. One of our clients is a major player in the very competitive domestic credit card business, known for great volumes of marketing. An important part of the company’s strategy is to increase the utilization of its credit cards among its customers. Our approach identified specific psychometric factors, including “skepticism” and “financial savviness” that enabled one of our clients to improve the targeting, messages and channels used for its marketing efforts. The result is a measurably greater response and higher profits.
Xamplify’s customer analytics system and software can be used to improve risk management. One of our clients is a major retail bank with a large and diverse portfolio. They already have an extensive system for collecting and mining customer data, and for scoring customers with respect to risk. By targeting collections and related activities appropriately our approach enable them to improve their risk assessment capability. The result is reduced losses and capital reserve requirements.
Xamplify’s customer analytics system and software can be used to improve the overall risk and return of the customer portfolio. One of our clients is a small, but rapidly growing, mortgage broker. They are actively moving into new regional and demographic market segments, and want to ensure that their expanding portfolio has the right balance of risk and return. Our approach provided an integrated view of the potential risk and response of customers in these market segments, and enabled them to decide which ones to pursue. The result is a portfolio with higher return, lower risk and greater value.