45% of Financial Service markets agree data is underutilized in their marketing organization, compared to 10% across all industries.
Financial Services have long understood that they need to provide great customer service, and perhaps relied on data earlier than most markets. But there are still silos within the companies and within that data.
It is a concept Arthur calls "data hairballs" that are preventing a more holistic use of data and a more strategic approach.
"If you think about IT, they are going to help marketing teams not only with the current data, but create opportunities to advance big data and to inform business models. And therein lies the potential big win."
Big Data Marketing: Engage Your Customers More Effectively and Drive Value can be purchased here. All profits are donated to the Red Cross.
Becca Lipman is Senior Editor for Wall Street & Technology. She writes in-depth news articles with a focus on big data and compliance in the capital markets. She regularly meets with information technology leaders and innovators and writes about cloud computing, datacenters, ... View Full Bio