The data analytics helped the Mint add 140,000 new customers in a single campaign. The Mint also became more skilled at growing its customer base. Using a customer model to predict customer behaviour at the individual level, the Mint was able to identify 15 percent more prospects for major coin purchases—and predicted higher revenues over the next year.
The Mint now uses PRIZM data when selecting print and online media and choosing postal walks for unaddressed admail campaigns. It also incorporates custom models to develop effective up-sell and cross-sell strategies. And rather than rely solely on surveys or progressive profiling techniques that take months to segment customers, the Mint uses lifestyle-based segmentation to quickly develop targeted marketing campaigns—cutting the analytical time from more than six weeks to less than two.