Operationalizing Customer Analytics in Financial Services

OPPORTUNITIES, EXPERIENCES, KEYS TO SUCCESS

Introduction

In financial services, customer analytics are a big deal and getting bigger. Customers are commonly the focal domain for new analytics development. One of the analytics leaders interviewed for this research serves the entire enterprise — while reporting to the chief marketing officer, who represents the biggest stakeholder and internal customer in the firm.

Financial services organizations have long been at work developing customer data with the goal of building a 360-degree view of customers and relationships across channels, then analyzing that data to improve services, product offers

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