The rapid evolution of digital and mobile technologies is propelling the financial industry into an era of transformative agility and adaptabilityi. To be successful, marketers must master the skills and tools to manage the influx of data that powers a customer-focused sales cycle. They need to consolidate data from a variety of online and offline sources to create a cohesive customer profile, make decisions in real-time and long-term over a customer’s life-cycle, and interact with customers over multiple channels with a consistent message. Digital marketers need the tools and strategies to quickly bridge consolidated datasets from inbound and outbound digital campaigns, set up and perform in-depth and predictive analytics for use in real-time engagements, and develop strategies for omni-channel communication with customers.
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