A regional bank with more than $13 billion in assets and nearly 300 locations across several states was using Harland Clarkeâ€™s StraticsÂ® predictive modeling results to drive its quarterly cross-sell direct mail efforts.download pdf
To justify your existence as a marketer, it’s imperative to communicate the positive influence of your marketing spend to senior leadership. Linking the results of your campaigns with bottom line measurements like revenue and profit is imperative. Steve Nikitas details several key performance indicators and analytics to help you do this.
Engaging account holders in needs-based conversations about their financial plans and situations can and does unlock a treasure trove of cross-sell opportunities. Uncovering the needs of account holders who are looking to plan for retirement, seeking a new set of wheels, hoping to put a son or daughter through college and more can be ascertained in just minutes.
What do financial marketers look at when they look at performance? Metrics vary depending on the campaign, but they’re crucial to measuring and analyzing effectiveness and aiding in future marketing planning. Respondents in our annual survey of financial services marketers said growth in the number of account holders is again the number one measure of marketing performance.