Read the original full article from the Financial brand here.
- Data analytics in marketing started with credit card companies in the US using direct mail for marketing effectiveness.
- Relationship-based strategies emerged with a focus on descriptive, predictive, and prescriptive data.
- Digital technologies, social media, e-commerce, and IoT devices have led to a significant increase in data.
- Traditional data infrastructure and capabilities are not equipped to handle this level of data.
- Financial marketers need to reorganize their data infrastructure and capabilities to handle this volume and complexity.
