Speed to Insight: Improving Your Audience Engagement
Vice President, Marketing Strategy, Acxiom
SVP, AdTech & Platforms, Mediavest
Group Vice President for Financial Services, Acxiom
Senior Business Director, Capital One
Financial Services Industry Manager, Facebook
Head of Programmatic, Discover
Leading Financial Services brands are focused on building out centralized analytics environments to allow for the democratization of data across their organizations. They are challenged with breaking down silos with the ultimate goal of delivering offers across channels and devices to their customers in a coordinated fashion, at the moment of need or desire. While this is essential for marketing success, Financial Services marketers must tightly integrate their analytics and campaign execution environments to create a truly closed-loop approach. This will enable marketers to tie campaigns to offline and online transactions, providing not only value in the attribution and measurement that optimizes campaigns, but also continual speed-to-insight critical to engage consumers with the right offer, at the right moment, and in their preferred channel. By simply strengthening the connection between their analytics and production environments they can not only optimize current marketing activities, but also prepare themselves for a future where the ability to manage complexity at scale – and at speed – provides true competitive advantage.