Track: Data-Driven Marketing
Insights based on over 500 marketing campaigns will be provided on what data elements are necessary to succeed in achieving best-of-breed marketing campaign performance. Many banks are investing more money and time in constructing databases for marketing that contain items that are not necessary, at least at this point in time. The presentation will also highlight the role of bank data on existing customers and third-party data for developing insights on likely revenue wallet that a bank can capture from each of 130 million consumer households and 24 million small businesses. Approaches necessary to calculate the relative performance of different marketing channels, e.g., direct mail vs. digital, will also be addressed.