Connect with the author: sarah.welch@curinos.com
Most banks respond to deposit growth pressure the same way: more campaigns, better creative, sharper targeting. But the gap isn’t in the marketing. It’s in the decision-making underneath it.
Campaign logic asks, “What should we say to this segment?” The better question is harder: Which offer, message and channel will most effectively drive growth for this specific customer—and does the answer change as conditions change?
It does. Constantly. A Curinos client running a balance-building program used a model that continuously reallocated treatments spanning rate incentives, product offers and longer-term financial goals based on what was actually working. The mix shifted as customer behavior and market conditions shifted. No marketer made those calls month to month—the model did (see chart).
Curinos Decision Intelligence Platform
Value Proposition Mix by Month
Source(s): Amplero
The banks closing the deposit growth gap aren’t running better campaigns. They’re making better decisions, faster, at a scale no campaign team can match.
How Curinos Helps
Curinos decision intelligence connects marketing analytics, pricing intelligence and audience decisioning into an integrated platform built to close the gap between what banks know about their customers and what they do about it.
