27 - 29 April, 2014
Microsoft , Singapore, FL
Director, Professional Services
The explosion of data is changing the practice of marketing across the financial services industry. Marketers crave the benefits of Omni-Channel but often lack the analytics to make it work. Organizations are realizing the strategic value of their internal data assets paired with external market intelligence to drive decisions; yet many companies are challenged with the complexity of how to use this information. Halo brand advertising with high-level reach or awareness metrics is increasingly being replaced by direct response marketing with return on investment as the main measure of success. Segmentation and attribution have become critical to driving effective online and offline marketing campaigns that cut through the clutter. Andrei Utkin, Director of Professional Services at Neustar, will discuss how transformative organizations are adopting technology and incorporating data across their marketing value chain for strategic decisions to create a complete, real-time portrait of their prospects and customers and enable a personalized dialogue across all marketing channels with highly measurable results.