First Direct: Re-writing the rule book - placing individual-level customer value data at the heart of TV planning
Martin Lawson and Simon Foster
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 Media | Authors: 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...
