With a focus on exploring innovative topics and demystifying emerging trends, ANA Marketing Futures is a crossroads for marketers, entrepreneurs, innovators, and academia to discuss, debate, and prepare for the future of marketing.

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Pulse

Bank and Financial Services Marketing in 2022

3 weeks ago

Despite significant investment in AI, only 8 percent of banks are able to apply predictive insights from their machine-learning (ML) models to inform campaigns. And although banks know that time to insight matters, just 16 percent have standard protocols for algorithm development. By codifying, unifying, and centralizing key analytics and supporting processes, these organizations generate 5 to 15 percent higher revenue from their campaigns and launch them two-to-four times faster. The secret to at-scale personalization isn’t just the analytics. It’s the ecosystem organizations set up to use the analytics well.


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