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Data snack: FIs are adopting martech – but are they making the most of it?

  • Financial institutions are paying attention to the benefits of marketing technology.
  • But using martech to better boost strategy and data analysis remains tricky.
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Data snack: FIs are adopting martech – but are they making the most of it?

In a recent report diving into financial institutions’ use of marketing technology, Forrester Consulting, commissioned by Capgemini, created a model to compare marketing technology investments in big and small financial institutions as well as in high-tech companies.

The consulting firms took into account 24 dimensions across five categories, including strategy, process, technology, data, and organization (see figure three of the report for more details)  and measured companies’ levels of capabilities on a five-point scale. 

 


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