Tag: Marketing Analytics

Banks Will Struggle With Marketing ROI Until They Apply These 3 Function-based Marketing Objectives

Bank Marketing

Most banks think of marketing in terms of channel -  print, digital, radio, in-branch collateral material and so on. While that is one way to think about it, the next time you talk marketing, figure out how much of your limited resources are going to these three functions: 1) New customer acquisition, 2) Retention and 3) Cross-sell. This purpose-driven approach has the advantage of keeping the objective in mind while providing a framework to measure objectives.



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