For marketers, a primary goal is to maximize marketing ROI by ensuring marketing spend produces the best results. This means sending campaigns to the right people, at the right time, with the right message. But how can you know what’s right?
Technology has made it easier than ever for distributed organizations to execute marketing campaigns at the local level. With marketing resource management (MRM) systems, programs can be centrally managed by corporate marketing to maintain control over things like brand standards, custom requests, messaging, regulatory compliance, and approvals, while also empowering local teams to customize campaigns to provide greater relevance to their local customers.
Tags: bank marketing, campaign management, marketing campaign, MRM, marketing technology, Insurance Marketing, marketing resource management, local marketing, distributed marketing, franchise marketing
Tags: bank marketing, corporate branding, marketing technology, marketing operations, relationship-building, strategic marketing, banking customer experience, martech, Bank Marketing Today by Vya, podcast, Actionable Marketing Data
For the first time ever, the Big Four U.S. banking institutions—JPMorgan Chase, Bank of America, Citigroup, and Wells Fargo—saw their combined assets exceed $10 trillion, which represents more than half the U.S. total. Mid-size banks face increasing competition from these mega banks that have been investing for over a decade in fintech solutions such as payments platforms, mobile banking, investment apps and automation of financial services and processes.
Tags: mobile banking, bank marketing, online banking, corporate culture, technology, customer service, customer experience, innovation, banking customer experience, strategic bank marketing, Bank Marketing Today by Vya, podcast
Marketing Operations emerged in 2000, driven by rising pressure on marketing to provide greater efficiency, transparency and accountability. The function was officially recognized by analyst firm IDC in 2005 (source: MarTech Advisor).
Since that time, the Marketing Operations function has evolved and expanded, with wide ranging responsibility, from aligning IT, marketing and sales, to strategic planning and budgeting, process development, professional development, and marketing systems and data.
When a marketing analyst begins the quest to build a predictive model for a marketing campaign using past data to forecast future actions, it should be simple, right?
Use past data to predict future actions. It’s science.
But this is where the art comes in -- the past data you choose to utilize will impact your predictions. Think of your customers as Crayons, how do you sort through the box of 64 to know which crayons to use?
Dec 22, 2020
Marketers invest significant time and resources in creating campaigns they hope will engage their target audiences, increase sales and grow their businesses. But, of course, in today’s marketing environment, hope is not enough. Marketers need to be able to make confident marketing decisions about how they invest their marketing dollars – which channels to use and when to use them – in order to achieve the greatest return on their investment.
As you may have heard, Direct Options recently became part of the Vya family. This gives us the opportunity to share our customer data management and analytics experience and knowledge with the growing community of Vya friends and followers. I am thrilled to be able to kick off this knowledge sharing with some thoughts on what I believe is the essential element of any data-driven marketing strategy: usable data.
Sep 29, 2020
Like so many businesses, Vya has been assessing the longer-term impacts of COVID-19 – for our own business and for our clients. While we can’t fully predict what will happen next, we do believe that in a post-COVID economy, you can’t just go back to being the company you were before 2020.