Frontlining: Getting the right data to the right channel

In researching an upcoming report on marketing analytics, two conversations with fintech vendors stand out for reasons that have nothing to do with the report itself. In the first discussion, I asked the vendor what his firm was doing in the marketing analytics space. His response:

“We fulfill the promise of big data by getting the right customer data to the people on the front line.”

I got queasy at “fulfill the promise” and lost my cookies at “big data.”

The second conversation went much better. In the course of that call, the person I was talking to made the following comment:

“Banks must do digitally what the best-trained call center or branch rep does.”


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