When people are looking at the e-marketing funnel, we have it easier cause if you transfer a balance, you re creating revenue every day. We ve been doing an overwhelming majority online. Everybody that has our card has registered for it on the Web. We ve never sent a piece of paper out and that s the key to our success. The wonder of the Internet is the depth of data that can be tracked to an almost infinite level.
Most people don t spend enough attention to the data.
We put lots of effort into it. Test, test, test. Work hard at it because you can t phone it in. We have a very large department that works on all the data. It s not glamorous, but it s successful.