We started by constructing an optimal audience strategy, using customized modeling, propensity scoring and predictive analytics. We developed a campaign drawing on proven response drivers and drawing on deep personalization afforded by our data expertise and audience strategy. We created a cross-channel direct mail and multifaceted digital strategy including display platforms, all structured around our audience, and where they could be found. Our measurement and reporting mechanism enabled more than campaign measurement; we tested our cross-channel campaign against a control group receiving only direct mail. The addition of digital ads had a 200% increase in response rate and the campaign generated 50% of all new checking accounts during the two-month cycle of this awarding winning campaign.