Banking, Marketing and Big Data
Data and analytics have been buzzwords for years in the financial services industry, but only recently have banks started using data analytics to meaningfully drive revenue and improve the customer experience. Today, banks on the leading edge are using advanced analytics to inform and prioritize among marketing campaigns, and then automate those campaigns so that dozens, if not hundreds, can be run simultaneously by financial institutions of any size.
Growing revenue in a responsible way has always been a challenge for banks, but it’s not the growing part that’s hard. A bank can grow revenue by simply easing underwriting standards and boosting loan volumes. But this increases credit risk, leading to higher charge-offs in the future. Thus, this is not an ideal growth strategy for long-term success. The challenge is to grow revenue responsibly, ideally in a way that doesn’t require regular infusions of capital.
