Our challenge was to develop an effective communications strategy to promote the FCA’s Consumer Credit Authorisation campaign and maximise the number of authorisation applications from relevant firms.
What We Did
Marketing Metrix built an accurate marketing database from a number of disparate sources. This data was continuously updated and analysed, providing valuable insight to drive an effective communications strategy. Campaign engagement levels were monitored and statistical modelling techniques used on an ongoing basis. This enabled Marketing Metrix to plan the optimum communications mix to convert the maximum number of firms (even those who were initially particularly hard to reach).
The FCA surpassed their final applications target converting 49,405 prospects (73% of the base).