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Operationalizing Analytics in Financial Services

In financial services, customer analytics are a big deal and getting bigger. Customers are commonly the focal domain for new analytics development. Financial services organizations have long been at work developing customer data with the goal of building a 360-degree view of customers and relationships across channels, then analyzing that data to improve services, product offers and marketing campaigns. So why the emphasis on customer analytics today?

Bob Morison and Russell Sangster answered this question and shared insights and case studies from IIA's latest financial service research.


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