5 Things To Know About Big Data & Marketing

Financial services marketing does not have a great relationship with IT. That needs to change.
December 07, 2013

Data is Underutilized

45% of Financial Service markets agree data is underutilized in their marketing organization, compared to 10% across all industries.

Financial Services have long understood that they need to provide great customer service, and perhaps relied on data earlier than most markets. But there are still silos within the companies and within that data.

It is a concept Arthur calls "data hairballs" that are preventing a more holistic use of data and a more strategic approach.

"If you think about IT, they are going to help marketing teams not only with the current data, but create opportunities to advance big data and to inform business models. And therein lies the potential big win."

Big Data Marketing: Engage Your Customers More Effectively and Drive Value can be purchased here. All profits are donated to the Red Cross.

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