How financial marketers need to wrangle their digital data

first_img 1SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr Credit union marketers need to get more sophisticated with how they track the sources of sales, especially in digital channels. Here are three tips to get started.by: Jeff LyonsCredit union marketers have long been masters at utilizing consumer data to target their prospects and customers precisely. Recently, nearly every digital marketing platform (even Pinterest!) has developed a way to bring that precise consumer targeting into their platform and allow marketers to reach exactly the consumers they want. This rising digital tide has certainly brought a lot of success to digital marketers in credit unions, but the rising water is creating challenges as well.Today, nearly 70% of consumers research their next checking account provider online, and yet Andera reports that only 24% of those consumers would open their checking account online. This creates challenges for marketers that focus solely on their online sales as their measure of success. Mobile adoption — often trumpeted as another driver of digital ascent — also creates a measurement challenge as the consumer path to purchase increasingly is a multi-device experience. Traditional, cookie-based tracking mechanisms aren’t equipped to deal with these types of multi-device, multi-channel consumer journeys that are the norm in retail banking today. These multi-stage, multi-device paths to purchase can’t be accurately measured by simple last touch attribution.Based on these challenges, what should a credit union digital marketer be considering as they work through their strategic marketing plans? continue reading »last_img

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