The Financial Brand Insights - Fall 2022

• Tapping wealth, economic and credit-based insights can help financial institutions identify people at certain affluence levels to target for investment or wealth management services. By accessing specialized data sets, bank marketers increase the likelihood of reaching the right person with the right offer using the right tone and timing. That certainty is critical for personalization strategies. Bank and financial marketers want to ensure the “next best action” being communicated is relevant to the person receiving it. Supplementing first-party data with curated and specialized third-party data will enable financial brands to interact in a more dynamic way with customers and prospects, allowing offers and communications to answer an action

Specialized data sources can and should augment the core first- and third-party data. Additionally, establishing a rigorous evaluation and measurement strategy with clear success metrics will be critical to the successful integration of new data. Media Performance Implications Just as analytics and data are interrelated, so is the first-party identity graph and data. With the elimination of third-party cookies tracking, marketers have begun to embrace their first-party data strategies. The future of programmatic media execution has larger, smarter addressable input universes. Informed by and sourced from a financial institution’s identity-fueled data layer, addressable audiences — the consumers who can be reached via targeted advertising campaigns — may be delivered to a digital signal processor or directly to a publisher. When more data is attributable to an individual, the likelihood of finding that person in the paid media space increases. Reach improves. This approach is a powerful one, giving brands a renewed sense of control and transparency to media execution, whether using an agency partner or an in-house team. Personalization Implications Marketers focused on best-in-class customer experiences will find that the more they know about their customers, the better they can anticipate needs and deliver value. Marketing decisioning engines need a constant feed of data to drive personalization models, especially if using artificial intelligence or machine learning. Without a robust data and identity foundation feeding decisioning, these engines cannot deliver a premium personalized experience. ▪ For more information, visit .

Webinars Live and on-demand webinars led by financial industry experts covering urgent issues and important trends. Click below to register or watch recent presentations.

taken by a person in a certain moment. Segmentation Requires Good Data + Analytics Data and analytics are interdependent.

Segmentation schemes and acquisition models cannot work without good data, and data can take you only so far on its own. Every collected element needs to also be connected, tested and evaluated.

Keep in Mind: Curated third-party data is a powerful supplement that can enable financial brands to interact in a more dynamic way with customers and prospects.

For example, one financial institution whose media audiences were enhanced with people- based card swipe data, saw a significant increase in sales over its earlier approach. Such precision data strategies consistently deliver better results.

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