Get in the MYX: Data Strategies for Direct Marketers

The Trifecta of a Tri-Bureau Prescreen Marketing Solution

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I'm going to let you in on a little-known fact about prescreen credit marketing. Not all credit bureaus are created equal. What does that mean? It means that if you rely on only one bureau for your prescreen direct marketing lists, you are leaving deals on the table.

Each of the bureaus has a geographic bias...meaning that they have better coverage in certain areas over others. When you leverage a single bureau exclusively, you are at risk of missing activity in that bureau's weaker coverage areas. The generally accepted geographic bias for each of the bureaus is listed below:

• Equitrac - East Coast
• Trans Union - Midwest
• Experian - West Coast

When you partner with a data provider that gives you access to prescreen credit data from all three bureaus, you can increase your marketing universe significantly.

To my knowledge, Datamyx is the only data provider that offers financial services marketers access to credit information from all three bureaus. To demonstrate the significance of adding multiple bureaus to a prescreen campaign, Datamyx did an internal analysis on mortgage holders with credit scores ranging from 580 to 619. At the national level, we determined that marketers can achieve a 42% increase in the number of prospects when a second bureau is added, and a 72% increase when all three bureaus are leveraged.

While the effort is merited, managing databases from multiple bureaus is a daunting task...one that requires a significant investment in technology. In an effort to simplify the process for marketers, Datamyx consolidated all three of the bureaus' databases into our online count and fulfillment platform, Intelidata Express. This innovative technology allows marketers to prioritize the order in which each bureau's information is pulled and automatically removes duplicate files, ensuring the delivery of the maximum number of unique prospects with a given set of credit criteria within a given geography.

If you are leveraging credit inquiries (triggers) as part of your marketing strategy, a tri-bureau solution will help you gain access to incremental prospects by capturing activity that is sometimes only reported to a single bureau. As trigger leads are typically in shorter supply, this increase can play a significant role in increasing the effectiveness of your acquisition and/or retention campaigns.

Learn more about our tri-bureau prescreen marketing solution by downloading our FREE White Paper entitled: "Universe Expansion Strategies...How to Leverage Multiple Bureau Prescreen Files to Maximize your Universe".