Results Analysis Reports - Infusion Marketing Group
The marketing of bank products and services should be just as financially accountable as other investments
you make in growing your bottom line. Whether you are marketing to acquire new bank customers, or are cross-sell marketing your bank's products and services to existing customers, it is critical
to assess relevant metrics in a timely fashion. For each campaign executed through
the ProfitGenerator® system, you’ll get a comprehensive tracking report
that can be easily accessed through your portal. You’ll even receive an email when
new campaign results are available for viewing and download.
Having tracked and analyzed over 400 campaigns for retail banks, we have developed
a high-impact suite of reports designed to be accountable to your P&L and Balance
Sheet. You will receive results in 3 categories: Results Summary, Total Activity and Net Balance Change.
The Results Summary report provides basic information on the number of accounts
and balances generated in the promoted product. Since you only pay based on the
number of responder accounts, this report provides the basis for calculating costs
per dollar of balances generated and the associated campaign ROI for marketing your bank's products and services. This report also
provides insight to the relative financial performance of a series of meaningful
customer segments such as high depositors, single service households, and the number of acquired new bank customers.
The Total Activity report details all new account activity of both mailed
and responder households. This often provides great insight into your sales process
as well as how consumers are reacting to economic and competitive factors. For example,
this report may tell you that there was significant new Mortgage activity among
households receiving a Home Equity offer, indicating that a portion of the target
audience were sold on Mortgage refinance as the best solution to their credit need.
The Total Activity report not only quantifies the number of acquired new bank customers, but it also quantifies the cross-sell marketing of your bank's products and services to campaign responders, which are key measures of sales effectiveness. This report
would answer important questions such as, “What percentage of responders to my CD
offer also opened a Checking account?” The answer to this question directly relates
to the overall cost of funds generated and therefore the profitability of the campaign.
The Net Balance Change report compares balances generated in the particular
bank product promoted (Checking or Money Market or CD) with the
net household deposit change of responders. This provides key insight into how much
new money came into your bank compared with dollars that may have been re-priced
from existing accounts. Without this type of analysis, it is impossible to accurately
assess the financial impact of your campaigns.
This relevance and depth of reporting combined with the Pay-for-Results model makes
the ProfitGenerator® program financially accountable to you.