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How Banks Can Leverage Marketing and Analytics Platforms To Secure and Maintain Significant Marketing Budgets from Retailers
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Mike Branton
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Mike Branton,
User Rank: Apprentice
3/29/2013 | 11:52:30 AM
re: How Banks Can Leverage Marketing and Analytics Platforms To Secure and Maintain Significant Marketing Budgets from Retailers
Lots of potential mentioned here, but ask the bank how much they are making as part of the revenue sharing of these programs and the amount is relatively minuscule. At a time when banks need material customer friendly fee income rather than just the soft ROI of increased loyalty, this is at best a long term complementary program but not a needle mover on fee income contribution. Banks have to focus on making their products good enough that customers gladly and directly pay for them rather than indirect rev sharing.
Yaldez4FSI
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Yaldez4FSI,
User Rank: Apprentice
3/28/2013 | 4:16:59 PM
re: How Banks Can Leverage Marketing and Analytics Platforms To Secure and Maintain Significant Marketing Budgets from Retailers
Beyond "making money from it," is the control of the customer experience and mind share. In the new mobile world coming over the next 5 years. If banks give up on this part of the commerce experience (the recommendation of relevant marketing offers) to the customer, then someone will do it, and gain control of the mobile commerce experience for the customer and the bank maybe will ONLY be the clearing and settlement agent of the payment.
Byurcan
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Byurcan,
User Rank: Author
3/28/2013 | 3:12:04 PM
re: How Banks Can Leverage Marketing and Analytics Platforms To Secure and Maintain Significant Marketing Budgets from Retailers
Highly relevant, targeted marketing is the holy grail all businesses seek, that many in the retail sector have accomplished and that banks are trying to emulate. Banks are sitting on a wealth of customer data, the question is harnessing it properly.


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