MOSAIC Case Studies:

Financial Case Study:

Background

- This financial institution decided to look at cross sell opportunities within the personal loan product portfolio.
- They had previously used transactional information as the basis for segmentation without any outside data to supplement their targeting.
- The proposition focused on a pre approved car loan or secured personal loan.
- Direct Mail was the only contact medium focussing on both an original mailer and a reminder to follow three weeks later.

Objectives:

- Beat the existing control pack
- Maximise sales of repayment protector plans

Target audience selection

- Existing mortgage customers
- Credit scoring the entire database and selecting random records in the top three scores
- Mosaic code the entire database and cross match top three scores with Mosaic types
- Next select the top six scoring Mosaic types within the three approved credit score bands

Results:

- Five times more successful than previous campaigns
- 100% Conversion rate from direct respondents
 
       
 

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