A Community Bank in the Northeast with a 100,000-checking account customer base and $0.5B in assets was struggling to get value from its investments in marketing technology and analysis.
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Popular MCIF marketing database from a major vendor had been installed, including Claritas Segments Profitability system from another well-known vendor installed. Consultants had prepared voluminous analysis and reports on bank’s situation
There was no marketing action plan; Senior Executives did not know what to make of all the raw data and analysis and wanted to ensure marketing investments above yielded a return.