First Direct: Re-writing the rule book - IPA Effectiveness Awards Case Study 2004

Brief Description: Changes in the geography of customer acquisition prompted First Direct to re-evaluate regional TV investment weights.? This review was based entirely on a customer value model built from 580,000 individual records. This is the first time such an approach has been used for setting above-the-line media investment. As a direct consequence of these investment changes, incremental revenues to First Direct are estimated to be £3.8m. Such success clearly demonstrates the value in adopting this pioneering approach to above-the-line media planning ;---(TAGS)--- Full Title: First Direct – re-writing the rule book: placing individual-level customer value data at the heart of TV planning ; Number: 2004/54 ; Brand Name: First Direct ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: PHD Media ; Author: Martin Lawson, Simon Foster ;