First Direct: Re-writing the rule book - placing individual-level customer value data at the heart of TV planning

This case study tells how First Direct bank, which operates online and by phone, prompted First Direct to re-evaluate regional TV investment weights in response to changes in the geography of its customer acquisition.
Agency: PHD MediaAuthors: Martin Lawson and Simon Foster

First Direct – Re-writing the Rule book:

Placing Individual-Level Customer Value Data at the Heart of TV Planning

INTRODUCTION

As a consumer bank, First Direct's marketing activity centres upon...