How did you integrate marketing data and credit risk data at Capital One?
Replied byNigel Morris
Co-founder & Managing Partner at QED Investors
Niche: Finance
Revenue: Not Publicly Disclosed/month
Location: Alexandria, Virginia, United States
Started: 2007
Credit people historically built metal detectors to filter risk, while marketing people looked at response rates. We integrated both. For example, two identical applicants applying at midday versus midnight carry different risk. The midnight applicant is often desperate, showing adverse selection. Marketing timing data is actually credit risk data.
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