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3 Fundamentals of Financial Services Data-Driven Marketing

How to power a personalized customer experience

Marketers have invested in and leveraged data-driven marketing for decades. But it’s still a challenge for most. The key question is: Why?

3 Fundamentals of Financial Services Data-Driven Marketing

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.

Because the volume, variety and velocity of data has increased, our perspective is that data-driven marketing is about getting three core fundamentals right in the short and long term:

  • Getting the right data

  • Getting the data right

  • Using data in the right way

3 Fundamentals of Financial Services Data-Driven Marketing

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