Addressing dynamics in the Banking Industry
Posted Monday, October 27, 2008 by larry daniel
Despite the dark cloud over the financial markets, it's an exciting time to attend the November 18-20 Bank Administration Institute (BAI) conference in Orlando.  World markets have been in a tailspin, a wide assortment of industry acquisitions, bailouts and bankruptcies are in abundance, while the consumer lending crisis seems to be at the center of an economic firestorm. Attendees will be eager to hear Colin Powell's comments, as well as an impressive array of other speakers ranging from George Stephanopoulos to Arkadi Kuhlmann (President/CEO of ING Direct) to Bill Taylor, co-founder of Fast Company.  
Colin Powell
Conclusive Marketing will exhibiting at the show highlighting our data management, data intelligence and data delivery proficiencies, alongside MicroStrategy, our chosen vendor for business intelligence and data analysis solutions.  The timing seems ripe for the industry to respond to a very challenging marketing environment whereby there must be marketing integration to ensure that all facets of programs work together to achieve the highest possible return on investment.

Conclusive's Event Driven Marketing platform provides a compelling option for banks to identify and prioritize customers who are in the midst of anomalistic transaction behavior; while our data delivery services offers banks tightly integrated methods of ensuring that each customer meriting communication receives communication.  Our relationship with MicroStrategy adds an extra array of value added solutions for the banking industry, solutions that particularly ensure  management can attentively monitor key customer-facing metrics.

If you are out in Orlando for the show, drop by to booth 1251 and let's trade thoughts about the changes you are facing, and what the perspectives of our keynotes and colleague presenters imply for these dynamic times. 
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Why build a Marketing Database?
Posted Wednesday, October 15, 2008 by jay buford

Bellagio HotelAt the DMA Conference in Las Vegas this week, I heard a common question.  "Why set up a Marketing Database?  We have a CRM platform."  Then I begin to ask the questions.  How long does it take to get data from IT to complete the data processing for your marketing campaigns?  How difficult is it to utilize business intelligence to develop campaign triggers or report on marketing results? Where does the marketing information reside in your CRM platform?  I often hear "by the time our business intelligence group recieves data and completes data analysis the relevance of the marketing opportunity discovered by our market research has passed!"  The reason this is happening is simple;  you have data management occuring at the enterprise level in order to run the back-end of the business, not specifically marketing data that captures the essence of the customer interaction required for integrated marketing activities. We service several Fortune 500 clients, those with a true marketing database are able to successfully execute campaign management, triggered marketing and deliver great marketing ROI.  Those of our clients that rely on enterprise level information management are only able to manage campaigns as "one-offs,"  the results often a fraction of those with a true marketing database.  It is a simple question with a simpler answer, in order to optimize marketing ROI you must have a database built for that purpose.

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Preparing Data to Drive Marketing Intelligence
Posted Thursday, June 26, 2008 by Tracy Guilford

With a slowing economy, it is important to use information to drive marketing communications. Data collection and analysis needs to create business intelligence that marketers can use to identify the right opportunity at the right time and guides marketers to deliver the right message.

Data is everywhere. It is with sales reps, in departmental databases, in market research departments, and list processing services to name a few. The first step to turning this data into marketing information is to utilize data management services.   

A key element to data management services is electronic data processing. Automatic data processing is used to consolidate data into a 360 view of the customer. Data quality management uses hygiene procedures to clean and standardize the data. Data consultants can assist in recommending data management solutions to address specific needs and concerns.

Once data is clean and consolidated, the second step is using advanced data processing to continue turning data into information . . .

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