Deposit Offer Responsiveness Scores
The likelihood that a household responds to a deposit acquisition offer, such as a cash bonus or fee waiver.
Across 139.6M U.S. households in the Semcasting file, 15.5M clear the high-fit bar for offer responsiveness (score 71+, the top 10% nationally). Among metro areas they concentrate in Olympia, Appleton, Santa Cruz: in the Olympia metro area, 38.5% of households are high-fit, 3.46× the national rate. At $1.50 to $3.00 CPM, these audiences are priced at approximately 50% or less of the market rate, with results reported every week.
Fair Lending qualified
No race, sex, age, marital, familial or public-assistance inputs, and no proxies for them.
Household + zip signals
Semcasting household fields combined with Census, HMDA, IRS, FDIC, BLS and CFPB data for the zipcode.
State and zip indexes
Scores roll up to every U.S. state and zipcode, indexed to the national average (100).
Households national audience
- U.S. households scored
- 139.6M
- High-fit (score 71+)
- 15.5M
- Qualified (score 64+)
- 36.4M
- U.S. zipcodes indexing 120+
- 1,991
Share of households clearing the high-fit bar in the top metro area vs the nation. Qualified tier (score 64+, the top 25%): 36.4M households. Average score 54.7.
States highest high-fit share
| State | High-fit | Share |
|---|---|---|
| Utah | 302K | 24.9% |
| Idaho | 168K | 21.5% |
| Hawaii | 104K | 21.5% |
| Rhode Island | 89K | 20.0% |
| Wisconsin | 533K | 19.8% |
| Wyoming | 47K | 19.4% |
Zipcodes highest index, 2,000+ households
| ZIP | Households | Index |
|---|---|---|
| 98675Yacolt, WA | 2,318 | 144.3 |
| 86315Prescott Valley, AZ | 5,424 | 142.4 |
| 85234Gilbert, AZ | 17,778 | 140.2 |
| 02655Osterville, MA | 2,791 | 139.2 |
| 38355Medina, TN | 3,096 | 139.2 |
States with at least 50,000 scored households. The largest high-fit audiences by count are in California (2.5M), Florida (993K), Texas (945K), Michigan (636K), Georgia (621K).
Metro areas highest high-fit share, 100,000+ households
| Metro area | High-fit | Share | vs U.S. |
|---|---|---|---|
| Olympia-Lacey-Tumwater, WA | 49K | 38.5% | 3.46× |
| Appleton, WI | 42K | 37.0% | 3.33× |
| Santa Cruz-Watsonville, CA | 36K | 35.8% | 3.22× |
| Ogden, UT | 75K | 32.7% | 2.94× |
| San Luis Obispo-Paso Robles, CA | 37K | 32.3% | 2.90× |
| Kalamazoo-Portage, MI | 32K | 30.4% | 2.73× |
District of Columbia is a single urban core, so it is shown among states but is better compared with metro areas. The Washington metro area as a whole: 7.4% high-fit across 2.5M households.
Common questions
Where do offer responsiveness households concentrate?
By share of households, in the Olympia, Appleton and Santa Cruz metro areas. In Olympia, 38.5% of households are high-fit, 3.46x the national rate. By count, the largest high-fit audiences are in California (2.5M), Florida (993K), Texas (945K).
What does high-fit mean for offer responsiveness?
A score of 71 or higher, the top 10% of U.S. households for this outcome. Qualified (score 64 or higher) is the top 25%. These are percentile cuts across all scored households, not a count of households that need the product.
Is the offer responsiveness score Fair Lending qualified?
It uses no race, sex, age, marital status, familial status or public-assistance inputs, no fields that stand in for them, and no credit bureau data. It is not a credit decision. Zip-level targeting should still get a disparate-impact review before media or offer allocation.
Evidence base data behind offer responsiveness
- Semcasting dataSemcasting household file
- Regulatory filingFFIEC HMDA 2024
- Federal statisticsIRS SOI 2022 ZIP data
- Federal statisticsCensus ACS (mobility, internet)
How the score is built
Each household's offer responsiveness score (0 to 100) combines its own household fields (50%: digital activity 50%, mid-range income 50%) with market signals for its zipcode (50%) from FFIEC HMDA 2024, IRS SOI 2022 ZIP data, Census ACS (mobility, internet). Each zip signal is converted to a national percentile. Weights follow Semcasting's acquisition driver model and are refined as campaign and account-opening results come in. State and zip indexes compare an area's average score with the U.S. average (100).
How it is confirmed
Every scored file carries a fixed 10% holdout. As account-opening and campaign outcome data comes in, each score is fitted to actual results and lift is reported by score decile against the holdout.
What it is not
The score is not a credit decision and uses no credit bureau data. It excludes race, sex, age, marital status, familial status and receipt of public assistance, and any field that stands in for them. Zip-level targeting should still get a disparate-impact review before media or offer allocation.