Richard Fairbank
Management
Well, yeah, let me just -- why don’t I do this, Betsy, let me just pull up and sort of talk about marketing overall and then we can kind of come back to the quarter that we just had. There are few things driving our marketing levels higher these days. First of all, the opportunities that we see. We are seeing attractive growth opportunities across our businesses and we are leaning hard into them while the opportunities are there. In our Card business, we have continued to expand our products and the marketing channels that we are originating in and these opportunities are significantly enhanced by our technology transformation, which is enabled us to leverage more data, access more channels, leverage machine learning models and enable customized solutions. So we are seeing significant traction in originations across our business. And I want to note that, so much of our Card business overall and our growth is in our Branded Card franchise, as opposed to co-brand and private label partnerships. And by the way we also like those businesses, but for Capital One that’s a relatively smaller proportion of our business. And in Branded Card, we enjoy the full economics of the business and we own the customer franchise. So while the industry doesn’t track data on this, I think, our share growth in Branded Card s is particularly noteworthy. And Branded Card is, of course, as the word implies, it’s about our brand and we continue to invest in the company’s brand and in the flagship products. And some of the strength that you see in our revenue margin comes from having so much Branded Card, where we own all the economics. But the flip side of that is that, the marketing and the brand building are entirely on us and that all shows up in our marketing numbers. But that’s an absolute centerpiece of building a highly valuable franchise. Now second important driver of our growing marketing spend is the continued traction we are getting in our more than decade long journey, to drive more and more our market with a focus on the heavy spenders. So we launched our venture Card way back in 2010 and that was the beginning of that strategic push for heavy spenders. But it hasn’t just been about flagship Card s, it’s been about working backwards from what it takes to win with heavy spenders and that’s about great products with heavy reward content, it’s about great servicing, it’s about customer experiences tailored for heavy spender lifestyles, and of course, an exceptional digital experience. So for years we have been on this journey and every year we have had growing traction and while our whole franchise of spenders has grown nicely, we have grown even faster with heavier spenders. And with each year of success we have had the license to stretch a little higher up market and we are continuing to invest to make that possible. And lately, you have seen our launch of our travel portal which has garnered some rave reviews in the marketplace. You have seen the launch of airport lounges, which have a special appeal to the top of the market and the frequent travelers. And last fall, we launched Venture X, which moved us into the next tier of premium Card s. And that launch has been very successful and we continue to invest in the growth of that product. You can see some of the results from our continued quest for heavy spenders in the tremendous purchase volume growth that we have had. Over any time period you pick over the last decade or shorter time periods, you will find Capital One with -- posting really high in your top of the league tables, if not at the top of the league tables purchase volume growth. And also note that almost all of the heavy spender growth is in our Branded Card s and that’s why you can see such strength in spend velocity and our revenue margin. This journey for the heavy spender has a different economic mix than some of our traditional Card business. It has higher upfront cost, brand building, higher upfront costs of marketing and promotions, and of course, investment in high end experiences. But long-term value of the heavy spender franchise is tremendous with high spend levels, strong margins, very low losses, low attrition and a lift to our brand and really the rest of our franchise. So the spender franchise is already making its mark on many line items of our financial performance and that’s a continuing long-term benefit of these investments. I just want to mention the third factor contributing to the higher marketing, if some of the traction that we are getting with our new digital offerings, including Auto Navigator, Capital One Shopping and our National Bank. And just to comment on the National Bank, which unlike Capital One, unlike other banks who are driving growth through bank acquisitions, we are focused on continuing to build our bank organically, which of course, does take marketing investment. So that was just, take me a chance to share with you what is behind the pretty high levels of marketing that you are seeing and the great opportunities that we see for our franchise and to grow it. Now, due in part to the current marketplace environment and importantly capitalizing on our strategic quest, those quest being our building of the modern tech stack and the continued move up market. This has -- these things are contributing to driving higher marketing levels these days. So that is -- that sort of a pulling out sort of a narrative on why it is that we are leaning hard into marketing and it’s a combination of sort of the opportunity at the moment, as well as capitalizing on the journey that’s been many years in the making. Typically, we have a seasonal dip in marketing levels this year. An important contributor to our marketing was things related to that, for example, the launch of venture Card s, early spend bonuses and things like that. So things are not -- it’s not quite as strong and a seasonal effect this year as it has been in other years. We are not specifically giving a guidance on the rest of the year, but I just wanted to share with you, why it is that we are leaning in the marketing, what’s driving that and I am -- as you can probably tell from the answer, I am really enthused about our opportunities and we are though leaning into take advantage of them and a lot of that is about marketing.