River Valley Bank Leverages Data to Acquire New Cardholders

Increasing Portfolio Value with Vantiv Analytics

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CASE STUDY

Understanding Cardholder Behavior

Understanding cardholders’ purchasing behavior can transform the way a financial institution manages its card portfolio. That was the case for River Valley Bank in Wisconsin. After implementing Vantiv Analytics, the $1 billion bank discovered a wealth of data that it could use to increase the value of its portfolio.

“Our portfolio has been measured based on the number of cardholders and interchange,” said Philip Suckow, Card Product Manager.“ Now we can see transactions based on merchant locations, BINs, ROI per card, and where we are making the most interchange on the portfolio, which gives us new ways to measure performance.”

Leveraging the Data

With a simple user-friendly interface, Vantiv Analytics provides access to current and historical data that River Valley Bank can use to identify cardholder behavior.

”We are learning how to use the data to build individual cardholder profiles that will enable us to refine our target marketing,” said Suckow.

By knowing where and when its cardholders shop, River Valley can make better decisions about other products it might offer and how to market and brand those products.

The first campaign that leveraged Vantiv Analytics was a targeted effort to acquire new cardholders and motivate inactive users. River Valley recouped its investment in the first two and a half months of the campaign. Based on initial results, the campaign is projected to net a 300% return within 18 months.

Two additional marketing campaigns are also being tracked through Vantiv Analytics. With account-level data giving insights into cardholder shopping and

River Valley Bank leveraged Vantiv Analytics to run a targeted campaign to acquire new cardholders and motivate inactive users. Based on initial results, River Valley is projected to net a 300 percent return.

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CASE STUDY®

spending patterns, and identifying trends, River Valley can adjust its card marketing efforts on an ongoing basis.

Cross-Selling Products

River Valley plans to use the data to cross-sell other products, as well as create value-added offers for its 25,000 cardholders. Upon learning that its cardholders shop at the local Apple store more frequently than anywhere else in town, River Valley is exploring ways to leverage its cardholders’ affinity toward Apple.

“Vantiv Analytics opened our eyes about the significance of big data. It has gone from being a buzzword to a strategic focus for the entire bank,” said Suckow. “We are learning how to use the data to help us work smarter, not harder.”

River Valley Bank is a family owned financial services company based in Wisconsin. Since its beginning in 1967 with a single location in Rothschild, Wisconsin, the bank has grown to 16 locations in North and Central Wisconsin and Michigan’s Upper Peninsula and has assets of $1 billion.

Visit www.vantiv.com for more information.

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