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Equifaxs new TIP Scores aid card marketing
ATLANTA (7/19/12)--Equifax has introduced a product that allows credit card issuers to identify prospective consumers with a higher propensity to borrow and repay.

Equifax's TIP Scores provide predictive analytics that allow card issuers the ability to better tailor their marketing campaigns and more precisely target members and customers.

With TIP Scores, card issuers can pre-screen more consumers for pre-approved offers. By leveraging Equifax's credit file information, TIP Scores allow lenders to better market to consumers using pre-determined identifiers that measure borrowing propensity and delinquency likelihood at any given time, the company said. The indicators assign consumers a digitized score, with a higher number indicating a borrower's increased likelihood to both accept an offer and open an account.

The latest card data from Equifax's National Consumer Credit Trends Report indicates 9.2 million new bank cards were originated from January to March, representing an increase of 27% over January-March 2010 totals. The data suggest sustained growth in new card originations and credit limit during the past 12 to 24 months, supporting the assertion that card issuers are actively growing their portfolios, Equifax said.

"As the economy continues to recover and U.S. consumers' debt position improves, card issuers are now beginning to ramp up their direct marketing efforts," said Scott Waid, Equifax's senior vice president of product innovation and management. "However, issuers are monitoring the return on investment of their marketing budgets much more closely than they had pre-recession. TIP Scores provide the most direct route to help card issuers achieve their marketing goals by more clearly identifying and targeting those select consumers with the highest true propensity to accept their offer."


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