Rich Fairbank
Analyst · Bank of America Merrill Lynch
So in marketing, first of all let me just kind of pull way up, marketing rose a lot $327 million quarter-over-quarter which is higher than typical seasonal increases as we continue to see strong opportunities for card originations, we launched a new card product and we rolled out our National Bank marketing. So one thing let me just, let me turn to the bank because I know your question is a card one, but part of the marketing number is on the bank side, so let me just start there. Every bank needs to figure out how to fund their company as they grow many kind of if you pull way back to it via acquisitions, as you know ours is an organic strategy that capitalizes on our strength and we've heard for years kind of been taking our two banks that we have one direct bank and one local bank and basically building one integrated bank which is integration across technology, product, the customer experience. There is a lot that goes into that and we've sort of spent years doing it. So what's noteworthy about this year and a milestone for us is, that we reached the stage of sort of integration of these businesses that we're able to launch national marketing of our very digitally leaning bank and so that's and that's a strategy that we will continue at Capital One. It just happened to be launched in the latter part of this year. Now a significant part of the increase in marketing was on the card side and we on the card side, if you - think a little bit about spenders and revolvers, on the spender side and of course quite a bit of our marketing is directly oriented at heavy spenders. We have for years been building a heavy spend business that it's all about good products, the customer experience and brand and we have seen increasing traction in that business and the ability to originate very compelling accounts that have wonderful enduring, long-term low risk annuities. And so we see a lot of traction there and we capitalize on this window that we see with respect to that business and you can see the purchase volume growth, the interchanged growth and noteworthy. This is achieved at stable margin and in that part of that business all at the same time, we're having rising returns. So that is very much happening just as we speak. The sort of delayed gratification part of the conversation is more on the revolver side, where again how the economics of that business works it's really driven by balances. Balances are driven by the choice on credit line. We see a very good opportunity and great traction in terms of originating accounts, but we continue to be cautious at this part of the cycle with respect to the extension of credit line and so in that sense it is little bit more about building option value. But the thing I want to stress, the way to build long-term growth in a business like this is, you got to do with accounts one can't just endlessly give credit line increases to one's own customers and so this phase for us is very much on the revolver side about building accounts and we're storing up some value, some option value relative to loan growth as the opportunity presents itself. But the key thing is, the accounts don't wait for us, so we want to capitalize on that when we can, while it's not. I don't want to overstate the point, that in a sense the credit opportunity is something where we can more chose the timing and so pulling way up, as I kind I've been indicating in the last couple of quarters we see a very nice opportunity in the card business and we wanted to step in and capitalize on that.