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KeyBank Sharpens Marketing Strategies Using FICO® Decision Management Suite

KeyBank Sharpens Marketing Strategies Using FICO® Decision Management Suite

Case Study

Client: KeyBank

Challenge: Determine the best credit card to offer by predicting whether a client will want a low-interest card or a rewards-based card.

Solution: FICO® Analytic Modeler Decision Tree Professional and FICO® Analytic Modeler Scorecard Professional

Results: By utilizing FICO® Decision Management Suite, KeyBank projected significant benefits over the original strategy. Results to date include:

  • Increased response rates to card offers by 17%
  • Enhanced profitability from higher utilization of the cards
  • Decreased risk with better targeting
  • Deepened customer relationships with targeted marketing