MARKETING EVOLUTION
multiple channels, stakeholders and touchpoints over extended periods. By anonymising data and reconstructing these journeys probabilistically, Marketing Evolution aims to give financial institutions a clearer, compliant view of how marketing drives outcomes – bringing much – needed transparency to one of the sector’ s most complex measurement challenges.
In this Q & A, Stephen explains why data – not models – is becoming the defining factor in AI success and how fintechs can close the gap between ambition and execution.
Q. IF MARKETING IS MOVING FASTER THAN INFRASTRUCTURE, HOW DOES THIS TENSION HIT CMOs IN REGULATED FINANCIAL SERVICES?
» Let’ s start with the broader reality facing organisations today: across every industry and every role, people are being told they need to use AI to work smarter, lower costs and find new sources of value. But for CMOs, the pressure is particularly intense because the role has evolved significantly over the years.
Today, CMOs are accountable not just for brand, but for revenue and performance. At the same time, they’ re being asked to adopt AI quickly, prove ROI and make decisions across increasingly fragmented systems and data.
In regulated financial services, that challenge becomes even harder because of long customer journeys, multiple stakeholders, strict compliance requirements and significant data
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