Your cardholders represent a built–in revenue opportunity, but effectively marketing to them can take time and resources. Visa Portfolio Optimization simplifies deployment of marketing campaigns and contextual messaging so you can actively refine your portfolio, encourage card use, and optimize profitability. Best of all, as a Visa DPS customer, you can do this without the time, resources, and security risk of sending your data outside the system. It's all integrated in the Visa DPS service.
Portfolio Optimization harnesses the powerful cardholder and transaction data managed in Visa Data Manager to segment and target cardholders. You configure the campaign and offer rules to meet your marketing goals. Portfolio Optimization does the rest. Whether you want to encourage bill payment, motivate initial card usage, or promote small ticket transactions to build cardholder habit, Portfolio Optimization makes designing and implementing a campaign easy and efficient. Select from standard campaign creative designs or create your own.
Based upon your campaign rules, Portfolio Optimization automatically selects the target audience of cardholders, and delivers the approved message to the cardholder via email, mobile or direct mail. You can even utilize the service to simply communicate with your cardholders. Once the message is delivered, the service begins listening for the cardholder responses. Establish recurring campaigns to automatically reach cardholders as they change spending habits and progress through the card usage life cycle.
As the campaign gets underway, cardholder responses are tracked. Cardholders are automatically qualified as they fulfill and the system generates statement credits if included in the offer. Just sit back, watch the results, and, if needed, refine the campaign to achieve the ultimate results. Utilize cardholder responses from one campaign to move them through the marketing life cycle.
An integrated service from Visa DPS, Visa Portfolio Optimization features:
Standard Portfolio Optimization campaigns include:
Visa Portfolio Optimization Product Profile
Portfolio Optimization helps you effectively target cardholders with compelling offers that motivate activation and build usage in key categories. And with point–and–click simplicity for rule set–up and offer definition, delivery, fulfillment, and tracking, the entire communication process is streamlined for maximum efficiency.
Visa Data Manager eliminates the financial burden of building and maintaining your own in–house database. It also simplifies tracking and analysis so you can clearly evaluate campaign returns.
"Thanks to solid teamwork and the findings of Visa's VDM tool, Molly and Lisa's direct mail campaign saw a surprising 20% response rate, with a majority of people continuing bill pay with their debit card even after the initial incentive posted."
By streamlining campaign implementation, Portfolio Optimization makes it easier for you to send promotions or communications that cardholders will find relevant. At the same time, automated velocity checks prevent over-communication that could potentially become an annoyance.
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