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  • Attribution: deterministic vs. last-click measurement

    Attribution modeling is a framework for analyzing which touchpoints, or marketing channels, receive credit for a conversion, for example, changing a browsing customer into a buyer. Each attribution model distributes the value of a conversion differently. Many marketers rely on flawed, outdated attribution models, one of which is the the most relied-upon last-click, most likely because it’s easy to understandDetail

  • Drop in federal funds rate boosts student consolidation loans

    As the economy struggles to make a comeback, the suspension of federal student loan payments and interest, which have been in effect since last March, have again been extended––through September 30, 2021. Not all student loans are created equal however. Many federal relief programs only apply to the Direct Loan program, not the Federal FamilyDetail

  • Does Dark Mode Matter for eMail Marketing?

    Are you designing for dark mode? Dark mode is an increasingly popular option for consumers looking to customize their content consumption experience. People believe it improves legibility, reduces eye strain, lessens eye fatigue and mitigates exposure to melatonin-suppressing blue light. So, from a customer experience (CX)—yes! That means marketers need to make a strategy adjustmentDetail

  • Top 5 financial lessons learned from COVID-19 impacts

    Unfortunately, 2020 is a year most people would like to forget, with COVID-19 wreaking havoc on global health and the economy. However, there are numerous financial lessons that netted out.  Zeta Global, a strategic alliance partner of Creative Solutions International, recently surveyed U.S. consumers to determine the top 5: 53% indicated the importance of savingsDetail

  • Influencer Marketing

    Influencer marketing has been around long before the term became popular. In the past, it was about celebrity endorsements and targeting opinion leaders. The difference now is an advertiser has more choices for aligning their products or services to an opinion leader than ever before. As a result, an eMarketer survey suggested that 84% ofDetail

  • Leveraging digital cloud data to inform collections strategy

    For decades, financial services companies and other creditors have been leveraging third-party data sources to help inform risk and segmentation strategies. Traditional third-party data sources such as credit bureau, demographic, psychographic and purchase history have been very effective from new account acquisition to portfolio management and collections. These traditional data sources would be considered ‘dataDetail

  • Marketing to the subprime lender

    Marketers have been segmenting audiences for hundreds of years. Initially, demographics distinguished brands focused on gender-related offerings. Today, with big data, many firms deploying addressable advertising, web traffic-informed, programmatic marketing and machine-learning can design customized offers to individual consumers. In other words, segmenting to one. While the ability to ingest mass amounts of data hasDetail

  • Insurers: Get a jump on marketing opportunities to retain clients and win new ones

    Let’s face it, insurance carriers and agents are facing an uphill battle in terms of positive perceptions from the public. Insurance is something that most customers don’t see a benefit from until they have an actual claim. It seems like we spend our hard-earned money on premiums every year—and for what? But with advances in dataDetail

  • Direct response optimizer

    Direct mail marketing remains a staple of measured media. It fulfills strong calls to action, builds brands and sells products through the frequency of impressions. The aim is to synchronize offers, creatives and lists to maximize memorability, mindshare, and ultimately, response. That said, the medium has evolved little over the decades. As in other media,Detail

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