This document discusses strategies for credit card marketers to capture today's digital consumer. It begins with an agenda that includes insights from Mintel on digital credit landscape trends and new Experian analysis. It will then discuss an integrated digital credit marketing approach and allow for questions. The document provides statistics showing growing digital channels for new credit card applications and declining mail volumes. It analyzes specific issuer marketing campaigns across digital channels like social media, email, mobile apps, and direct mail. The document advocates for an integrated cross-channel approach to targeting consumers and emphasizes the importance of data integrity, technology, customer experience, and regulatory compliance for digital credit marketing.

1. Credit Marketing
Strategies to
Capture Today’s
Digital Consumer

2. ©Experian2
Speakers
Andrew Davidson
SVP/Chief Insights Officer
Mintel
Scott Gordon
Sr. Director of Digital Credit Marketing
Experian
Reshma Peck
VP of Marketing
Experian

3. ©Experian3
Agenda
1.Mintel insights on digital credit landscape
2.New Experian insights and analysis
3.An integrated digital credit marketing approach
4.Q&A

4. 4
Mintel Reports:
In-depth market
analysis and consumer
trends
Asks 30,000 people
their opinions each month
Mintel Comperemedia:
Omnichannel marketing
strategy platform
Analyzes marketing strategies of
over 100,000 companies
Mintel ePerformance:
Email success metrics
in real time
Monitors performance of
1 million inboxes
Mintel Trends:
Leading edge collection of
the latest in global innovation
Tracks more than 75 consumer
lifestyle trends and publishes
thousands of observations
Mintel
Research
Consultancy:
Custom Solutions for
consumer insights and
competitive Intelligence
Quantitative, qualitative,
field research and custom
panel solutions
THE
CONSUMER
YOUR
FOCUS
THE
COMPETITION
WHAT’S
NEXT
THE
RESULTS
MINTEL
KNOWS

5. 5
How Obtained New Card Application
Offer Channel Q1-15 Q1-16 Q1-17
Digital 43% 45% 49%
Online on Website of Card/Bank 13% 15% 13%
Online from Email of Card/Bank 10% 9% 12%
Online on Third-Party Website 11% 8% 10%
Card or Bank Mobile App 3% 4% 6%
Text Message 3% 4% 2%
Social Media 4% 5% 5%
Mail 24% 23% 22%
Mail with ONLY offer/application 17% 17% 15%
Mail with Bill/Account Statement 7% 6% 6%
In-Person 23% 24% 20%
Offer from person in Bank/ATM 10% 10% 8%
In-Person at Kiosk/Store 7% 6% 6%
Picked up Brochure/Application 6% 7% 7%
Phone 7% 6% 7%
Offer from Phone Call to/from Bank or Card Company 7% 6% 7%
Other 3% 3% 3%
Digital Channels Now Account for Nearly Half of All New Applications
Q. Which of the following best describes how you obtained the offer for the [Card]?

6. 6
244
355
247 239
281 302 301 293
258
681
759
644
885
852
854
797
785
627
0
100
200
300
400
500
600
700
800
900
1,000
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017
Millions
Pre-screened
ITA
Mail Volume at a 4 year low
Credit Card Acquisition Mail Volume

7. 7 Source: Pathmatics 12 months ending 5/9/2017
Chase Tops Amex on The Points Guy in the Last 12 Months
Chase spend: $3.7M in the last 12 months
Amex spend: $1.5M in the last 12 months

8. 8
Dynamic Ads Plus “The Future of Travel” Video Series
“Travel’s changing. Carry the only
card designed to stay ahead.”

9. 9
Chase Slate on Snapchat

10. 10 Source: Mintel ePerformance/eDatasource as of 3/5/2017
Chase Launches Huge Email Cross-sell Campaign
April 7th:
4.9 million emails sent
Sapphire Preferred:
1.5M emails
Multi-card:
1.4M emails
Slate:
1.2M emails
Freedom Unlimited:
796k emails
April 29, 2016
Mobile App
Home Screen

11. 11
Opportunity: Pre-screened Email
…but just 3%of acquisition
emails were pre-screened in
Q1 2017
7%
8%
9%
9%
10%
44%
Credit One
SunTrust
Citi
Navy FCU
Wells Fargo
USAA
Issuer Share of Pre-screened
Acquisition Email: Q1 201712%
of new card applications
were obtained via email in
Q1 2017

12. 12
US Bank Altitude Reserve Invites Include a VR Experience

13. 13
Application Channel Q1-15 Q1-16 Q1-17
Mail (Paper) 8% 9% 6%
Digital 66% 65% 72%
Online on Website 36% 32% 31%
Online on Tablet 11% 12% 12%
Mobile 19% 21% 28%
Mobile Website 11% 11% 16%
Mobile App 4% 6% 9%
QR/AR/Mobile Code 4% 4% 4%
Phone 8% 8% 7%
In-Person 18% 18% 15%
Q: How did you or another member of your household submit the application for the [Card]?
A Record Percentage of Applicants Applied via Digital Channels in Q1
How Submitted New Card Application
40%

14. 14
The Importance of a Seamless Application Experience
Wells Fargo’s Mobile
Application Experience

15. 15 Source: Mintel Comperemedia, Offers with No Application Forms, April 2017
Capital One Drives Digital Applications via Direct Mail
0
10
20
30
40
50
60
70
80
90
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17
Millions
American Express Bank of America Barclays Capital One
Chase Citibank Discover First National Bank of Omaha
U.S. Bank USAA Wells Fargo Others
Volume of DM with No Paper Application Form

16. ©Experian16
Experian insights and analysis

17. ©Experian17
Evolving consumer media preferences
1990’s 2000s 2010s
Consumer spend more
time on mobile apps
than mobile web:
86% vs. 14%

18. ©Experian18
Marketers respond…
How has ad spend shifted?
Mobile ad spend surpassed
digital display in 2016
Mobile to account for over
70% of digital spend by 2019

19. ©Experian19
Analysis – How we did it
VantageScore® GenerationTrend ViewSM
Consumer credit data
Consumer behavior data
Mobile users
 Email engagement
 Online display
 Mobile display
 Direct mail
 Broadcast cable TV
TrueTouchSM segment
 Mobirati
 Social connectors
 Pragmatic adopters
 Basic planners
 Mobile professionals
 No mobile phone

20. ©Experian20
About the sample:
Scorable vs. consumers

21. ©Experian21
These mobile users are your Prime audience…
0%
5%
10%
15%
20%
25%
30%
Mobirati Social
Connectors
Pragmatic
Adopters
Basic Planners Mobile
Professionals
No Mobile
Phone
VantageScore® for mobile users
Deep Subprime Subprime Nonprime Prime Super Prime

22. ©Experian22
Mobile users are mainly revolvers and transactors
0%
5%
10%
15%
20%
25%
30%
Mobirati Social
Connectors
Pragmatic
Adopters
Basic
Planners
Mobile
Professionals
No Mobile
Phone
Mobile user Trend ViewSM segments
Consolidator Rate Surfer Revolver Transactor Mixed

23. ©Experian23
An integrated digital credit offer

24. ©Experian24
Experian’s prescreen solutions
support this integrated vision
 Cross channel targeting / retargeting in :
 - Direct mail
 - Email (1st party and Acquisition)
 - Digital Display
 - Measurement
Supports PreScreen and PreQualification

25. ©Experian25
Digital channel dynamics and consumer expectations
drive pressure to be a steward of identity information
DATA INTEGRITY TECHNOLOGY
CUSTOMER
EXPERIENCE
REGULATORY

26. ©Experian26
Data Integrity
Who are you?
Are you who you
say you are?
Is our transaction
a legitimate one?
Are you still who
you say you are?
DATA INTEGRITY

27. ©Experian27
Cookie vs. people-based
Cookie-based
targeting
People-based
targeting
DATA INTEGRITY

28. ©Experian28
Marketing Technology
and Expertise
“As FCRA marketers, we’re held to a higher
standard – a small price to pay for the benefit
being able to use regulated data sets to reach
our perfect consumer.”
TECHNOLOGY

29. ©Experian29
Consistent Consumer
Experience
 1. Have real-time data
 2. Serve the right offer to the
right consumer
 3. Ensure ads and communications
are complimentary
CUSTOMER EXPERIENCE

30. ©Experian30
Regulatory Compliance
 1. Honor consumer opt outs across
all channels
 2. Ensure you have audit rights with
media publishers
 3. Have checks and balances along
the way
REGULATORY

31. ©Experian31
1. Try new acquisition channels
2. Develop omnichannel strategies that
integrate across channels
3. Lead with the mobile application
experience
4. Look for new ways to pre-screen
consumers
5. Maintain checks and balances
6. Above all, be compliant!
Best Practices

32. ©Experian32
Q&A