Marshall & Ilsley (M&I) has installed Quadstone’s Decisionhouse software to direct its marketing campaigns.
Decisionhouse software transforms raw customer data into easily understood, predictive models of customer behavior. With thousands of different customers supported by many branch offices, financial institutions have the daunting task of identifying the right customers for promotions, making the most effective use of marketing dollars. This product targets the appropriate customers for its products.
Banks must identify which subset from their thousands of customers will generate most in any marketing campaign, bearing in mind that the profitability of customers purchasing the same product can vary significantly. For example, a customer who opens a $50,000 home equity line yet never uses it, is a less profitable customer than one that opens a significantly lower line of credit yet frequently uses it.
To understand the hidden behavior of customers, M&I undertook an extensive market evaluation to identify a single solution to address these challenges.
Prior to selecting Decisionhouse, M&I had had difficulty with previous solutions, which were slow and unable to handle its large databases to produce accurate customer models. “We deal with an extremely large database with over 2.2 million accounts and over 700,000 households. Unlike other systems we tried, Quadstone is able to process the information and build a model in only an afternoon. It is this time saving that has been the biggest benefit to us. My analysts can now get done in a day or two what used to take weeks. Productivity and efficiency have improved dramatically,” said Clarence Masshardt, Database Marketing & Statistical Analysis, M&I.
With Quadstone's Decisionhouse M&I delivered more targeted marketing campaigns that yielded their highest ROI to date. Mark Smith, president of Quadstone said: “The banking industry is a prime focus for our company and we are committed to providing fast, scalable solutions."
Marshall & Ilsley Corporation, headquartered in Milwaukee, has $24.9 billion in assets. The corporation has 26 affiliate banks with more than 200 offices in Wisconsin. It also has a bank in Phoenix, Arizona with 13 offices, a bank in Nevada with offices in Illinois and Florida and trust companies in Wisconsin, Arizona and Florida. M&I also owns and operates 49 offices throughout the country that provide trust and investment management, equipment leasing, mortgage banking and data processing.
Quadstone's products allow operational and marketing executives to instantly and easily employ predictive modeling techniques to produce sophisticated analyses that visually represent customer behavior from every marketing channel - web, direct marketing, sales, call centers, and operations.
Because these tools can produce results within one week, executives can quickly measure more profitable customer behavior while decreasing marketing's reliance on IT or statisticians. Quadstone's international clients include CVS.com, Barclays Bank, Plus Communications, GUS, and now Marshall & Ilsley Bank. Quadstone was named ‘Best Business Start-up’ by the Financial Times (1998) and earned Deloitte & Touche's ‘Fast 50’ award in 1999. Founded in 1995 in Edinburgh, Scotland, Quadstone has U.S. headquarters in Boston, MA, and a European Operations Center in London, England.