Order Form

    This individual Report Account Acquisition Strategies: Profitability Drivers and Market Analysis is available for purchase. This Report is available to members of Mercator Advisory Group’s Credit Advisory Service. Please be advised that this Report is normally part of a research and advisory service that provides ongoing support throughout the year. As such, this Report contains significant depth of content that is selected for its strategic importance to our members. (For a description of these services, see our Advisory Services section).

    While the Report represents significant analyst time invested, there is no means of our ascertaining if it will fully meet your specific intended purposes. Typically, these Reports form the basis for future discussions with our clients where we are able to fine-tune additional information that we have gathered in the construction of the series of Reports (or locate new information rapidly due to our exclusive focus on gathering information in the payments industry) for specific member needs.

    Unfortunately, in fairness to our paying members, we are not able to offer this level of support for a single Report purchase. We will, however, credit any Research Document purchase against the future purchase price of the service should you become a member within 30 days of purchasing the document.

    The price for individual Report purchases is $2950 per document. 


    Use the form below to request this individual Report purchase or

    Click here for a fax-back order form




Account Acquisition Strategies: Profitability Drivers and Market Analysis

Boston, MA
December 2003  

Account Acquisition Strategies:
Profitability Drivers and Market


Allocation of resources and determining best possible way to get the highest return is a challenging problem in the B2C marketing environment. Credit card marketing is no exception. Issues such as the DNC Registry, decreasing response rates in direct mail, and growing concerns about unsolicited email are eroding effectiveness of these channels making this picture more challenging.

This new research report by Mercator Advisory Group takes a closer look and examines the credit card industry with a focus on the account acquisition strategies. Included in the report is a comparison of domestic media spends for selected top tier firms, which are placing a significant emphasis on brand building.

Evren Bayri, Director of Credit Advisory Service and author of the report says "...channels such as email, internet, and event marketing will hold a higher percentage in the marketing mix and represent a substantial area of investment for issuers as DNC Registry enforcement takes effect".

Despite industry consolidation led by the top ten firms, the credit card industry remains highly competitive. In an economy coming out of recession, where personal bankruptcies are at record high levels, issuers can sustain growth by incorporating new technologies into their marketing processes. Marketing Optimization solutions such as those from Fair Isaac and Marketswitch address the challenges of B2C marketing environment, and exploit the existing value in marketing campaigns. Using these solutions issuers can achieve 10-30% increase in campaign profitability.

This report is 23 pages long and contains 10 exhibits.

Members of Mercator Advisory Group have access to these reports as well as the upcoming research for the year ahead, presentations, analyst access and other membership benefits. Please visit us online at

For more information call Mercator Advisory Group's main line: 508-845-5400 or send email to