Our Guest: Sean Hampton, SVP Chief Marketing Officer
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
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.