Neal forwarded me the MediaPost article "Google Tries Hand At Targeting Consumers With Good Credit" which describes how Google has been testing the ability to lay consumer FICO scores on top of its Google Content Network to identify/target people with good credit. Some interesting takeaways:
- will be offered to Google text and display advertisers.
- partnered with Compete.com and their panel of 2M opt-in users, which means it will not be "explicit" FICO score information but rather paneled data (Web sites which index well for high credit scores). Compete's sister company integrated the FICO data with searches done by participating consumers who applied for a credit card between January and March 2009.
- According to their marketing person, "Google's Content Network can reach 70% of credit card applicants with a high FICO score, 87% of mortgage applicants with a high FICO score, and 90% of the people who visit small business sites who have a high FICO score."
- Consumers with high FICO scores use non-branded search terms more than branded -- approximately 60% of high FICO searchers.