Global Analytics: Next-Generation Marketing

FIs need an analytics process that moves from mass marketing to personalized marketing offers and experiences.

Boston, November 26, 2019 – In the past,marketing was about giving consumers the same message primarily through offline channels, and the cost of data accessibility and data storage prevented most financial institutions from implementing more personalized marketing experiences. But in this new era, old consumer marketing tactics are no longer effective. Are FIs ready to exploit the data, technology, and customer preferences that are available to deliver personalized marketing messages?

This study explores how marketing executives in the financial services and insurance industries are using data, the types of analytics processes and tools they use today, and how effectively their firms can orchestrate the analytics process across their organization. It is based on a quantitative online survey of 205 marketing executives at financial services and insurance companies in the U.S., Canada, the U.K., Hong Kong, and India, which Aite Group conducted in Q3 2019.

This 44-page Impact Report contains 32 figures and two tables. Clients of Aite Group’s Retail Banking & Payments service can download this report, the corresponding charts, and the Executive Impact Deck.

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