Lloyds TSB: Local branch

From data analysis, the UK bank Lloyds TSB became aware that over 100,000 of its best lending leads were not being used.

Lloyds TSB: Local branch

THE TEAM

Mark Addleman, Sue Coburn, Rachael Dawson, Anna Hingston, Sarah Pickering, Barney Hosey, Peter Frings, Morgan Reavey, Stuart Plumley, Richard Cook.

Other contributor:

Brightsource - Production.

WHAT IS WONDERFUL ABOUT THIS WORK?

A highly personal letter from the local branch with an invitation to call the branch manager, with a CTA directly referencing recent customer behaviour. This data strategy resulted in a tenfold improvement of lending ROI, from 45% to 444%. Subsequent fine-tuning of data selections and production has further increased lending ROI to 952%.

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?...

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