Marketers have invested in and leveraged data-driven marketing for decades. But it’s still a challenge for most. The key question is: Why?
Acxiom, in partnership with research firm, Savanta, interviewed senior marketers, data influencers and decision-makers on the state of data-driven marketing across different industries, including Financial Services—credit card issuers, consumer lenders, retail banks, and investment services firms. Acxiom asked companies, working online and offline (and both), about their challenges, priorities, and use of data. We sliced and diced the data and drilled into what the research has to say about the Financial Services industry. The bottom line: The world has changed, and data matters more than ever.