Challenges:
A large Midwestern mortgage banker had a problem optimizing and managing their direct marketing campaigns across multiple channels. The time needed to produce and distribute direct marketing data prevented the lender from optimizing their direct marketing program. A majority of the processing which included suppressions, merging, matching and assigning leads to loan officers prevented the program from scaling. Additionally, because of the limited flexibility in managing the data, the program provided poor success measurement.
The lender wanted to integrate with their CRM product to allow agents to procure and track leads provided by the program. The existing systems did not allow for automated loading of the leads into the CRM software. This required manual file manipulation which was time consuming and error prone.
Solution:
After speaking with a number of companies, the lender chose Tranzact Informamtion Services (Tranzact IS) to provide an end-to-end program solution. Together with a direct marketing agency, Tranzact IS leveraged the Intelidata Platform to allow for easier campaign integration across multiple channels. Tranzact IS was able to integrate disparate data sources such as suppression files, loan officer distribution files, 3rd party lead file as well as its own Intelidata prospect data to provide a seamless solution.
The solution allows for the lender to maintain their loan officer data along with individual phone numbers and lead allocations. From this information, the Intelidata Platform derived prospect marketing files which was automatically formatted and distributed to three channels. These included the CRM platform, mail shop and call dialer systems.
Through the platform, each file was created with unique attributes to the system interface. This included names and phone numbers for the mail pieces as well as key coding. Additionally, campaign attributes are recorded at the time of fulfillment through the platform and added to the appropriate files – automatically.
Result:
The lender is now able to focus on tuning the program strategy rather than the execution of the program. By introducing the CRM solution to the direct mail and telemarketing campaign execution, response and appointment rates are up compared with the program before the Intelidata solution. Costs per funded loans attributed to the program are down. The lender is able to target more prospects and allows for testing of different marketing slants. Additional prescreen and ITA programs are being planned which can be easily added to the Intelidata Platform.
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Mortgage