Cross Sell

Key Findings

Customer interactions, particularly active Web usage, is the most important factor

Financial information such as $ contributed to retirement savings is also important

Tenure has a non-linear impact with a ‘sweet spot’ around 5 years of tenure

By age/affluence a few other predictors are relevant:

For younger customers, # of exchanges help predict the likelihood to covert

For older customers of lower affluence, loan-related information

Recommendations

Leverage the key drivers to define audience for direct marketing targeting.

Implement Onsite marketing initiatives to present retail products and services content

Focus on participants with relatively high deferral rate and account balances

For the young participants (<35), target those with relatively high income

For the older and wealthier participants, use live-channel to target due to their channel preference

Analytics recommendations are to undertake deep dive profiling of crossover sub-groups, before proceeding with a phase 2 modeling effort

Model Details