How did Rosetta help a leading credit card marketer increase direct mail acquisition campaign profit 120%?

Situation

Like all major competitors in the industry, this leading credit card issuer was suffering annual declines in direct mail net response rates and thus diminishing campaign ROI.

Solution

Rosetta enabled this client to:

• Use a Personality approach to enhance direct mail net response and product preference models
• Evaluate response rates by Personality^SM to optimize the targeting mix
  
• Enhance product preference and pricing model to accelerate campaign profitability  

Impact

Holding response rates constant, the client was able to increase mail volume 14% and generate a corresponding 120% improvement in campaign NPV.