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Equifax Releases New Card Marketing Product

True In-Market Propensity (TIP) Scores are designed to aid banks, credit unions and other card issuers to target customers and members when they are most likely to accept a new card offer.

Atlanta-based Equifax announced it has released a product designed to aid banks, credit unions and other card issuers to target customers and members when they are most likely to accept a new card offer.

Equifax’s True In-Market Propensity (TIP) Scores provides predictive analytics that allows card issuers the ability to better tailor their marketing campaigns and more precisely target customers, which will enable them to grow account acquisition, said the company.

The latest card data from Equifax’s National Consumer Credit Trends Report indicates 9.2 million new bankcards were originated from January–March 2012, representing an increase of 27 percent over January–March 2010 totals.

Bryan Yurcan is associate editor for Bank Systems and Technology. He has worked in various editorial capacities for newspapers and magazines for the past 8 years. After beginning his career as a municipal and courts reporter for daily newspapers in upstate New York, Bryan has ... View Full Bio

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