The Financial Brand Insights - Summer 2022

Approve More Customers Without Increasing Friction or Fraud

What is Identity Resolution? Identity resolution is a process by which people’s signals are collected in a centralized repository at the individual level. Data indicating life changes — moving, getting married or divorced and other details — can be tied together to build a more complete view of a person. The newest thinking on identity is that people’s digital personas should be as robust and vital as their offline personas and should be stored and managed in a privacy-compliant manner within a first-party identity graph. Clean and complete data when resolving identity gives marketers the best chance of reaching people where they are now. This isn’t just a point-in-time solution, it is the backbone of the modern marketing technology stack and critical to orchestrating relevant, personalized experiences. For more information, visit acxiom.com/financial-services . Personalization Drivers in Banking: Data and decisioning tools are crucial if any bank or credit union is looking to upgrade its personalization efforts. brands will have significant gaps in their ability to execute personalized journeys. The other critical components to personalization are data and models. Most decisioning tools are made smarter by data, especially if they are using artificial intelligence for optimization. This data could be CRM, product, customer experience signals, third-party data, credit data, or other enterprise information. Bringing this disparate data together and unifying it for marketing use also happens in the data layer. ▪

Modularity among your marketing stack’s components is the key factor for preparing for the changes you can’t see coming. Foundational interoperability lets you cut ties with losing solutions. The core of your bank’s marketing stack isn’t your technology, however, it’s your customers. Those relationships must outlast the service lifetime expectations of today’s technology. What Decisioning Engines Need to Perform Well Decisioning engines are the newest shiny object to capitalize on first-party data to deliver better customer experiences. These are large investments that promise to deliver personalized touchpoints. The challenge is that they are just one part of the modern marketing stack that will underperform without the other essential components, especially the first-party identity graph. The identity graph lives in the unified data layer of the stack and, simply put, is the 360-degree view of people. As shown in the accompanying diagram, the identity graph is fed by signals customers and prospects emit on their journeys across paid and owned media. These signals are captured by a first-party tag and pulled into the identity graph to build out the view of the person, and to enable recognition of them even when they have not identified themselves. The identity graph works hand in hand with the decisioning engine to recognize and act when people are interacting with the financial institution’s brand. Without the identity graph, Keep an Eye Out: The ‘walkaway cost’ should be a strategic principle in evaluating any new marketing technology — there will always be something shiny and new.

Industry Leaders Choose IDology:

The IDology Difference: • Grow your customer base with the industry’s highest locate rates • Drive more revenue through faster transaction approvals • Decrease costs through reduced manual review processes

4,000+ Customers

30+ of the Top 100 Financial Institutions 2,500+ Banks and Credit Unions

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Innovative solutions to streamline customer acquisition, deter fraud,

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THE FINANCIAL BRAND INSIGHTS SUMMER 2022

THE FINANCIAL BRAND INSIGHTS SUMMER 2022

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