66% of Financial Service marketers say IT and marketing departments are not strategic partners.
As both are charged with improving customer experience through technology and data, senior management can no longer tolerate these teams working independently.
"It's really an imperative," says Lisa Arthur, chief marketing officer for Teradata Applications and author of Big Data Marketing: Engage Your Customers More Effectively and Drive Value.
In the financial services industry Chief Marketing Officers are being told by the Board of Directors to tighten customer service. Marketers are tasked with advancing the way the company creates value, revenue, and retention. As long as marketing and IT are siloed there is a real battle to succeed.
Big Data Marketing: Engage Your Customers More Effectively and Drive Value can be purchased here. All profits are donated to the Red Cross.
Becca Lipman is Senior Editor for Wall Street & Technology. She writes in-depth news articles with a focus on big data and compliance in the capital markets. She regularly meets with information technology leaders and innovators and writes about cloud computing, datacenters, ... View Full Bio