When people look to entrust organizations with their banking, insurance, mortgages, and investments, they are looking for brands that understand them and are responsive in the channels where they shop for financial services. What’s more, the financial services customer is more empowered and self-educated than ever before, with the ability to comparison shop and even look to their peers for recommendations and guidance.
Successful marketing thus means having the right data, and making it actionable—leveraging insights to attract high-quality prospects and optimize relationships with existing customers. The reward for such intelligence-driven marketing is increased customer loyalty and successful cross-selling of products and services for greater share of customer.
For national marketing campaigns as well as localized efforts, we deliver custom modeled audiences that resemble your best customers. We also enable you to mitigate customer churn by identifying new prospects who are most likely to become loyal, repeat customers. We don’t just find more new customers—we find better ones—the ones most likely to purchase multiple financial products and services from your organization. As our client, you can target your marketing more precisely and more profitably.
In addition to finding new, qualified customers, we help you understand your current customers better than ever before. We offer solutions that help you analyze and optimize your CRM data to generate more revenue. As a result, you will be able to concentrate marketing resources on your most promising customers to maximize the number of financial products they purchase. We can also help you reactivate the former customers most likely to come back and purchase multiple financial products.
New Customer Acquisition
Find prospects who are the most likely to become—and stay—loyal customers. Our predictive analytics and modeling solutions identify the best new prospects from within our vast database of detailed consumer behavior. This means you can acquire new customers more affordably and realize the best return on investment for your acquisition campaigns in all channels.
Increasing Revenue from Current Customers
Understand your customers as never before. Our extensive data, analytics, and segmentation allow you to concentrate your resources on the most promising customers in your CRM database. We also help you avoid the high cost of continuing to pursue the wrong customers, and focus on those whose behavior, as indicated in our data, indicates brand loyalty and the likelihood of using multiple products offered by your institution.
Reactivating Lapsed Customers
Make past customers part of your future marketing plans with our customer reactivation modeling. We can identify the inactive customers who are most likely to become loyal customers, based on their recent, relevant activity elsewhere as observed in the Ultimate Database.
Lead Scoring and CRM Optimization
Focus your marketing efforts (and dollars) on the customers who are most likely to respond to your next offer. For financial services organizations that generate a large number of leads in their advertising efforts, our predictive models will score those leads and enable you to prioritize follow-up sales and marketing efforts for maximum ROI. Our predictive modeling also determines which customers within your CRM data have the greatest potential lifetime value. We will identify customers you currently market to who are unprofitable, and find inactive customers who are more likely to come back for their financial needs.
Marketing Budget Optimization™
Cut the waste out of expensive direct mail prospecting and customer marketing. Our predictive models will rank names on your lists from top to bottom, giving you the confidence to remove low-performing names from future promotions. Unresponsive names can then be replaced with better prospects to drive growth, or the savings can 1) be applied to other campaigns, 2) fund marketing across other channels, or 3) simply go to the bottom line.
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President, Ultimate Data Division
Mike is a catalyst for change who infuses the organization with a customer and market centric mindset. He is responsible for leading Wiland’s Ultimate Data Division. This includes the sale of non-cooperative database products across all markets, the development of co-created marketing audiences via audience partners, the overall management of the Automotive, Financial Services, and Consumer Packaged Goods (CPG) industries, and the development of digital newsletters and the direct-to-consumer data aggregation businesses.
Mike has over 20 years of experience in the information industry. He held general management and sales roles on the leadership teams at R.L. Polk & Co. as well as IHS Automotive. He led global product management organizations and North American sales and marketing teams, as well as leading corporate restructuring efforts in the U.S. and Europe. Mike was inducted as a Young Leader into the Automotive Hall of Fame in 2006 and remains active in the automotive industry. In addition to his focus on the company’s data products and partnerships, Mike brings a wealth of expertise in strategic planning, operations management, brand management, and leadership development.
Mike is proud to come from a family of small business owners and entrepreneurs. His great-grandparents founded the town of Gingellville in 1837 after receiving a land grant from President Andrew Jackson and successfully ran the hardware store, grocery store, and gas station for multiple generations. Mike received his undergraduate degree from Oakland University and his MBA from Wayne State University. When he is not working, Mike enjoys participating in his kids’ sporting events and local politics. He is currently serving his fifth term as an Oakland County Commissioner and is the Chairman of the Board of Commissioners.
Favorite Quote: “Leadership and learning are indispensable to each other.” —John F. Kennedy
- Phone: (248) 302-2301
- Email: firstname.lastname@example.org
New Business Development
SVP, Solutions and Insights
Rob brings 28 years of direct marketing experience to Wiland’s Ultimate Data Division team in his role as Senior Vice President, Solutions and Insights. Having specialized during the last 10 years in leading account management and business development teams, Rob has extensive experience serving clients across industries, working with them to leverage data to build stronger relationships with prospects and customers and increase their marketing precision and performance.
Prior to joining Wiland, Rob held leadership positions in both data-centric and creative roles at companies including Epsilon, Datamark, Inc., Amrion, Inc., American Family Publishers, Rodale Publishing, and Prentice-Hall/Simon and Schuster. An active member of the direct marketing governance community, Rob has been part of the Data & Marketing Association (DMA) Ethics Operating Committee since 2009, having served as Chair in 2015 and 2016. Rob is also a five-time DMA Echo Award Judge and has served on the Board of Trustees for DMA’s Marketing Edge Organization.
Outside of work, Rob enjoys skiing, fitness, yoga, and adventure motorcycling. He enjoys spending time with his family and being out on his bike whenever possible, including while doing charity fundraising work as a brand ambassador for the nonprofit organization Backcountry Discovery Routes.
SVP, Client Services
Dave is a self-proclaimed man of numbers who brings a wealth of direct marketing knowledge in digital and offline environments to his role as Senior Vice President of Client Services in Wiland’s Ultimate Data Division. With a double major in finance and economics, Dave brings his data-driven focus to overseeing a team responsible for the delivery of solutions and services to several hundred Wiland clients.
Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple marketing-related positions. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher, where he led the new customer acquisition marketing and circulations functions and oversaw direct response advertising decisions and vendor relationships for more than four years. Prior to joining Wiland, Dave also held a variety of senior positions with Epsilon.
Outside of work, Dave has been trained in effective negotiation, management, and coaching for success.
Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” —Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb
Client Services Director
April brings extensive marketing experience and a deep knowledge of Wiland’s products, services, and philosophy to all of her client relationships in her role as Client Services Director within the Ultimate Data Division. Having worked with clients across a wide range of industries, April enjoys solving unique challenges and finds fun and enlightenment in coming to truly understand her clients’ goals and objectives, allowing her to help them find the best solutions possible to meet their needs.
April began her direct marketing career with National Demographics & Lifestyles in 1993 before moving on to Arvato, part of Bertelsmann, which often provided the opportunity to travel abroad, specifically to Germany. April came to Wiland in 2007, where she advanced to outside sales. A cancer survivor, April credits both her family and her Wiland colleagues for lovingly helping her through to where she is today, and she brings a fresh, positive perspective to everything she does professionally and personally.
When she’s not at work, April enjoys spending time with her family and is also busy taking care of her own personal menagerie of pets and animals. From her beloved dogs to her ducks, pigs, goats, and even steer, there is always something or someone to be tended to on her farm.
Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother
SVP, Product Management
Dave is passionate about learning and exploring, both at work and in his personal life. He loves to challenge his own ideas and notions, always seeking to improve. These traits, coupled with his love of facts and statistics, drew him to direct marketing some 20 years ago; and these virtues are brought to his role at Wiland, where he oversees product development and marketing for the many vertical markets that Wiland serves.
Before joining the company, Dave spent nearly a decade in senior marketing positions at multi-brand catalog retail companies including Astral Direct and Concepts Direct. He also has significant service-side experience, having worked with major direct-marketing clients at EDS, the Polk Company and Prime Response.
Dave graduated from Fort Lewis College in Durango, Colorado, and from the University of Colorado at Boulder, where he received his MBA and, more importantly, met his wife. Having lived in Springfield, Missouri for a number of years near the beautiful Ozark Mountains, Dave and his family have returned to Colorado where the much larger Rocky Mountains form the iconic western skyline. When not developing new marketing solutions for our clients, Dave enjoys watching his teenage son and daughter play competitive soccer, traveling to lands near and far, and, of course, exploring.
Favorite Quote: “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” —Mark Twain (attributed)
SVP, Digital Product Manager
Immersed in the exciting personal computer revolution of the 80s, Will cut his teeth on desktop publishing and computer graphic arts. After earning a bachelor’s degree in education and physics from Brigham Young University and an MBA from North Carolina State University with an emphasis on product innovation and marketing, he developed online storefronts and other early web technology.
He then helped other innovative companies turn ideas into viable marketing tools. Recently, his focus has been on the appropriate, secure use of consumer data for effective marketing; optimization tools for creative, audience and media; cutting-edge technical developments in digital marketing; and the evolution of mobile, local, video and other rapidly emerging digital channels.
Will says his true work and passion is at home, where he helps care for, and learns from, six amazing children. He teaches safety and leadership skills to Boy Scouts and to adult Scout advisers. An accomplished and award-winning Toastmaster, Will stands ready to address any gathering. As our go-to guy on digital, Will expands Wiland’s bandwidth by translating geeky concepts into simple explanations and thorny technical challenges into elegant product solutions.
Favorite Quote: “Real genius is nothing else but the supernatural virtue of humility in the domain of thought.” —Simone Weil
VP, Product Management
Throughout his career, Wells’ core mission has been to help companies thrive by identifying their challenges and building solutions that fuel success. He brings this same results-oriented outlook to his role as Vice President of Product Management at Wiland.
After graduating from Amherst College in his native New England, Wells began his over 20-year marketing career at direct marketing powerhouses The Danbury Mint and Time Life. More recently, he’s helped companies like The Discovery Channel, Time, Inc., and EBSCO succeed by leveraging data and digital platforms to engage audiences and by leading multi-channel integration initiatives. As part of the Wiland team, Wells enjoys having daily opportunities to use his multifaceted experience to support clients and colleagues alike.
As a recent Colorado transplant, Wells’ top hobby has been gaping awestruck at the Rocky Mountain vistas with his wife and two sons. He also enjoys jogging with his dogs, cheering on and coaching his lacrosse-obsessed sons, and relishing the unfolding of each day with family and friends.
Favorite Quote: “It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein
Lia’s Colorado roots run very deep. Her great-grandfather settled a mining town south of Boulder around the turn of the 19th century, and her family has been here ever since. After two years at Walla Walla College in Washington state, she headed back to the University of Northern Colorado, where she earned her B.A. in psychology, and she’s been in Colorado ever since.
Lia spent nearly six years in marketing, sales and event planning at the Fort Collins Country Club. Here at Wiland, she manages all aspects of our corporate identity and brand, along with trade show attendance, sponsorships, marketing messaging and strategy, and web content. She flies all over the country for Wiland, but when she’s not doing the traveling she loves, Lia enjoys her country home at the base of the foothills. She and her husband, Zack, have property with a small flock of chickens, sheep, a dog, and a huge garden. Lia enjoys fishing, boating, hiking and camping, and spending time with family.
Favorite Quote: “Someday is made up of a thousand tiny nows.”