Banking Marketing Marketing Insights

Using TraDigital™ Marketing to Reach Financially-in-Charge Consumers

Marketing Data Assets for Banking

You will not find another data-driven marketing firm like MHP/Team SI that understands your audience or that knows how to specifically target them with absolute precision.

We use data and the digital paths of your current and potential consumers to inform every marketing decision we make.

Doppio® is how we know who to target. Doppio® is our own proprietary system that pairs the most sophisticated, aggregated and automated data analytics platform available with insights and instincts of our certified professional staff to optimize campaign effectiveness. Our data analysts know how to convert visitors into leads and customers.

In mid-May 2020, Doppio® identified 27.6 million devices as “financially in charge.” Of course, this number goes up and down consistently because, well, data is LIVE. You expect the numbers to change.

If you were able to target these individuals to get them to sign up for your “high-end” or “large deposit” programs, wouldn’t that be much better than wasting your marketing dollars on a typical campaign message on TV or billboards or in magazines on individuals who would never qualify for these programs?

Doppio® can target these individuals where they work and play online. If they have a smart TV in their home, we can reach them. If they have a smartphone, we can reach them. If they have a significant other who can influence them, we can target them. If they have internet at home with a router, we can target the entire household to enable messaging consistency between all devices.

Think about this — we know their IP addresses, IFA and have cookied their devices. The number will change from day to day, which is expected due to the economy of the day. But what won’t change is the NICHE messaging that is targeted to the right audience with absolute precision.

Our lawyer asked our founder the other day, “Why does the American Express black card follow me everywhere? I see the invite in my Facebook feed, on my smart TV, on my iWatch and everywhere else.” Tim Whitley, CEO & CIO of the MHP/Team SI Family of Companies, encouraged him to call American Express. The next day he told Whitley that he is now an exclusive black card holder for American Express.

You see what happened there? He was being invited to the program but threw away their direct mail piece more than six times. So, instead, the marketing company of American Express decided it was time for him to convert. It was time to scrape the CRM and to deliver our lawyer the most relevant ads that drove him to talk about the American Express black card.

If the American Express black card just ran a generic campaign to the broad audience, their consumers would shame them!

“Are we not good enough to be in your little club?!” they would scream.

Relevancy is key when talking to the right audience. Reflective marketing is key. If not, you’re not maximizing your marketing dollars.

It is time to embrace data-driven marketing. It is time to look at how specific your messages can be to an individual’s needs.

See what else MHP/Team SI can do for your banking and financial institution by clicking the button below to visit our banking page.


Whitney Burgess