Refined targeting for the American Express Nectar credit card

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Due to the generous acquisition offer run by American Express (20,000 points for £2,000 spend in first three months), the partner wanted to ensure that they were acquiring ‘good’ customers from the Nectar base, that would not churn after receiving their bonus.


Propensity model: Developed to identify customers within the Nectar base that have a similar profile to those customers identified as ‘good’ American Express Nectar credit cardholders.

As all customers within the Nectar base are assigned a propensity score, we are able to see if the customers with the highest propensity scores are those most likely to apply for the credit card, as well as if these customers are the most likely to be approved.

Improved targeting: The ability to only target communications to those customers most likely to become ‘good’ American Express customers.


Increase in average approval rate between bottom 5 deciles and top 5 deciles (based on propensity score) 20
Proportion of applications from top 5 deciles 63
Proportion of approvals from top 5 deciles 67