How did Rosetta help a top retail bank drive 28% in projected profit gains?

Situation

A leading retail bank launched a new deposit-based product against entrenched and better-funded competition. The bank wanted to identify concentrations of customer activity and profit in order to focus marketing resources efficiently.

Solution

Rosetta enabled this bank to:

• Identify two Personality^SM groups that account for 50% of its customer base, over 75% of balances, and 100% of profits
• Identify the marketing tactics and media partners that most efficiently contribute to portfolio profitability
• Install Personality-powered targeting and decision rules to facilitate ongoing, real-time tracking and marketing optimization  

Impact

• The bank has embraced Rosetta's Personality-based approach as the key driver of all resource allocation, campaign design, targeting, measurement and optimization, and product and pricing decisions
• Based on changing acquisition tactics and optimization alone, a Personality-based approach is projected to lift ongoing profits by a minimum of 28% annually