Marketing Optimization (Post-1995)… Capital One = Customer Data Digital Information Capture Capital One Annual Revenue $4B ue …the technology & information revolution had en $2B transformed the credit card business into an Rev information business…allowing the capture of information on every customer interaction & transaction. With this information, we can conduct scientific tests; build actuarially-based models of consumer behavior & tailor products, pricing, credit lines & account management to meet the individual needs & wants of each customer. By exploiting this insight, we have transformed the $0 one-size-fits-all credit card industry & created 1991 1994 1997 2000 one of the fastest growing companies in America. Capital One Annual Report – 1996 Source: Capital One Revenue From CapitalIQ (Collected 2019) Quote: 1996 Capital One Annual Report Image: 1998 Capital One Annual Report Internet Trends 130 2019