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Effective marketing requires financial institutions to have a precise understanding of customers. After all, how else can you deliver relevant offers? Imagine your favorite cafe where the wait staff recognize you, know your favorite table and typical order. They know you well and it’s one of the main reasons you go there instead of the good but less personal deli next store. Consumers value relevant, personalized experiences— and expect it. Interactions with financial institutions should be no different. Translating this into a digital engagement isn’t as tough as you may think, and results in long-lasting customer relationships and increased profitability.