Making Analytics Strategic

Even in FIs with a strong analytics presence, and years of experience in data-driven marketing techniques, the analytics group itself is viewed as a bunch of statistical nerds, relegated to some remote section of a floor in headquarters that none of the executive team has ever been on–or would want to be seen on.

2013 Bank And Credit Union Customer Satisfaction: A Measure Of Satisfaction Or Sentiment?

satisfactionACSI releases its 2013 customer satisfaction scores for the financial services industry today. A sneak peek at the numbers gave me a few days lead time to look into this year’s results. There may be a few surprises for industry insiders, but creditunionistas can rest easy: Credit unions continue to outscore banks on customer satisfaction.

It’s Time To Kill The Net Promoter Score

RPSManagement ideas come and go. Unless we’re talking about the net promoter score, which has come, but hasn’t left. It’s the cockroach of management metrics. The utility of NPS just isn’t there anymore. There are better metrics out there. This post is about one of them: Referral Performance Score.

The Shelf-Life Of Marketing Data

shelflifeThere’s no question that marketing data has a shelf-life. But determining what that shelf-life is subjective, and I can’t imagine any marketing department relying on a model to figure it out. As more data sources become available and are used by marketers — and the need to act on that data on a more real-time basis grows — figuring out the shelf-life of marketing data will become a bigger issue for marketers.