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90% of purchase decisions in banking are based on shopping or research processes, and not on prior relationships. While bank marketers might wish otherwise, the reality is that consumers’ interest in their products exists almost entirely in the context of non-bank activities — trading in for a new car, searching for a bigger home or shopping on Amazon.com.
FICO commissioned a white paper — Point-of-Sale: The New Battleground for Bank Marketers — to explore the emerging opportunities for banks to seamlessly embed their products and services within emerging third-party platforms and new points-of-sale.
In this Q&A, Dennis Carney — Senior Principal Consultant, FICO Applied Optimization Solutions — discusses the analytics competencies and capabilities that banks will need to capitalize on these opportunities.