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The Roosevelt Hotel
45 East 45th Street @
Corner of Madison Avenue
New York, NY 10017

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Tuesday, December 6, 2011

12:00 PM - 1:15 PM


Steve Heston, Managing Director, Retail Banking Group, ACXIOM

Getting more bang for your marketing buck isn’t cliché. In these times, it’s a strategic imperative.

Everyone knows the old line; “I know half of my marketing spend gets results, I just don’t know which half!” That level of uncertainty won’t cut it in these dynamic and ultra-high-pressure market conditions. As profits get squeezed, the attention of shareholders and CFOs naturally turn to the marketing budget for opportunities to generate a temporary boost to earnings. Without a better way to allocate marketing budgets, we will simply constrain our ability to grow. The good news is that bankers can, and should be certain in how they expend their growth capital.

In this session, you’ll be exposed to:

  • A data-led, fact-based means of assessing your marketing spend.
  • Some unique approaches to leveraging data in both targeting new customers and retaining the best of those you already have, and
  • A customer-lifecycle, value-based way forward

These elements, in concert, put the progressive bank in a position to exploit your greatest assets – the information and customers that you already have access to.

If spending less, spending it differently and growing wallet-and-market share are appealing ideas for you, you’ll want to join us for this interactive lunch session.

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