Scientia flags consumers who won’t pay up

Data Strategy Online June

Fraudscreen’s GeoPlus codes identify by postcode and postal sector the likelihood of a default or payment on a consumer transaction. The flags can be used as an additional risk indicator when selecting prospects for a marketing campaign.

“Nobody wants to spend time and money targeting and then acquiring customers that won’t pay for goods or services,” says Dee Toomey, managing director of Scientia Data. “By adding Fraudscreen’s GeoPlus into our data mix, our clients can still target the most active buying consumers, but will also be able to identify those with the best payment intent for cross/up-sell opportunities, as well as reducing the risk of recruiting those prospects with the worst.”

Mark Arnold, Fraudscreen’s client services director adds: “When used to pre-screen prospects according to risk and potential profitability, GeoPlus is proven to increase marketing campaign profitability by 34 per cent. Today, marketers need to go beyond response and conversion rates and focus on profitability as the true measure of campaign success. Scientia Data really gets this and the value that payment intent will bring to its clients’ marketing campaigns.”