/ Case Studies
/ Credit Card Direct Mail Evaluation
Credit Card Direct Mail Evaluation
created a model that was able to identify direct mail creative that had the
most potential to improve gross response rates.
Direct mail test cells are
costly, in terms of money and target sample.
This credit card company wanted to be more efficient with their
marketing investment and with targets. RDI
was asked to identify the top creative pieces with a quantitative method.
RDI worked with both brand
marketing, research, and creative leadership to deconstruct the challenge into
smaller pieces that could be solved individually. RDI created a proprietary model that
identified specific survey questions that were the best predictors of creative
that would out-perform the “control” creative.
RDI created a model, which was
validated through in-market testing, that was able to rank creative in
appropriate tiers. The company was able
to revise low-performing creative which ultimately improved overall response
rates. This model was validated in
various business lines.