Business<br />
Insights that<br />
drive results

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Business
Insights that
drive results

Posts by Kesna Lawrence

09/26/2017

Using Machine Learning to Maximize Customer Acquisition and Retention

Two mothers sit on a park bench, watching their offspring on the playground. Mom No. 1 observes to Mom No. 2, “Your son is very intelligent.” Mom No. 2 sighs, shakes her head and responds, “Yeah, but he’s not interested in learning.” This vignette perfectly encapsulates the relationship between artificial intelligence (AI) and machine learning….

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08/25/2017

Are You Reaching Your Best Prospects? And Why Aren’t You Measuring What Really Matters?

CMOs and other marketing executives face key challenges delivering on direct marketing objectives through digital advertising (e.g. online and mobile). This is expressly true for those with high-value offerings like mortgages and other financial products. How do you reach the ideal consumer audiences effectively in a privacy-sensitive manner? How do you measure true ROI by…

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01/23/2017

Data Can Be Key in Improving Your Customer Experience

Imagine a chef who has leading-edge cookware at his disposal, top-of-the-line appliances and virtually limitless access to the most delicious, exotic, and exciting ingredients imaginable. You would think he has everything he needs to serve guests at his restaurant the most amazing meal they’ll ever eat. Except he’s missing one key element — an element…

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11/06/2014

Marketing Reverse Mortgages … Worth the Wait?

For some mortgage marketers, Home Equity Conversion Mortgages (HECMs), known as reverse mortgages, might appear to be more trouble than they’re worth. Highly regulated and available only to a limited segment of the public, the benefits reverse mortgages provide make them unique among home-equity products. HECMs allow your customers to not only eliminate their mortgage…

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09/11/2014

Prescreening Leads and Staying Compliant

Gone are the days when marketing campaigns were carried out without researching the target audience in advance—the old-school “shotgun” approach. In this era of tight marketing budgets and specialized competition, targeted marketing, which offers maximum bang for your buck, is key. But for targeted marketing to work, you have to be able to determine in…

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06/27/2014

Using Probabilistic Revenue Strategy for Effective Onboarding

Building long-term relationships of loyalty and trust with your account holders is the essence of good business, and the relationship begins when you bring on new customers, a process known as onboarding. Through effective onboarding, the financial institution introduces the new account holder to the company, thereby taking advantage of the critical honeymoon period to…

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