Fospha’s Breakfast for Leaders in Financial Services: Key Takeaways

Unlocking Valuable Data Insights with AI Powered Attribution

Senior leaders from some of the UK’s biggest financial services brands gathered for breakfast on Wednesday 3rd of April at London’s Ivy Soho Brasserie to discuss data science and the application of AI.

The agenda for the breakfast focused on understanding the customer journey through data insights from Multi-Touch Attribution, enabling brands to survive and thrive in the fast-changing Financial Services industry.

 

TAPPING INTO YOUR DATA TO UNLOCK KEY MARKETING INSIGHTS

Fospha CEO, Sam Carter discussed the importance of unlocking value from disparate sources to gain more granular insights on your customers, whilst creating better brand experiences and improving marketing efficiencies at a time when businesses are under huge threat by the pace of change in digital technology and the global economic slowdown.

Many businesses only analyse a small fraction of the data available to them, and as channel fragmentation increases, it is important to make sure you have a platform that can consolidate all of your data in one place. Allowing brands to create more efficiencies, unlock insights and new marketing opportunities. Sam discussed the three steps identified by Boston Consulting Group that businesses should take to be best in class:

  1.    Connect your fragmented data
  2.    Automated and integrated technology
  3.    Actionable measurement

 

THE IMPORTANCE OF FACEBOOK IN BRAND – BUILDING

Fay Miller, Marketing Director at Fospha and former Head of Measurement Marketing EMEA at Facebook went on to discuss the challenges marketers face to prove the value of social channels for brand building.  She explained that marketers should not discount the power of brand in increasing marketing effectiveness and should invest in building their brand and tailoring creative to the channel to maximize impact.

With the increasing number of ad formats, platforms and devices to advertise on, businesses struggle to cut through the noise and make their message heard. To create front-of-mind, long term brand awareness Fay recommended:

  1.  Targeting broad audiences to increase reach
  2.  Experimenting with creative and managing ad frequency to communicate and engage your audience
  3.   Tailor your adverts to the channels, optimizing for feed when on mobile for maximum impact

HOW AI AND DATA SCIENCE CAN HELP SHAPE CONTENT AND INCREASE READERSHIP ENGAGEMENT

Measuring content effectiveness and its impact on customer experience remains a big challenge for many marketers today, clients are navigating these challenges every day. Fospha have developed an ‘Influencer AI’ tool that provides marketers with content insights that help determine what makes great content (measured by engagement).

Whilst marketers have metrics and analytics tools to measure CLTV and analyse how channels are performing, defining what makes content impactful remains a complex thing to that few try to explore. AI and Data Science can help marketers shape their content strategy and create impact.

If you would like to attend one of our events on the use of Artificial Intelligence, Data Science and Attribution in marketing, get in touch bellow, or email us at tellmemore@fospha.com.

 

About Fospha

Fospha Marketing help marketing teams solve their biggest challenges. We use data driven multi touch attribution (MTA) and media mix modelling (MMM) to deliver marketing effectiveness. We build customer data platforms, using data science and AI to provide one view across all channels to drive ROI and customer lifetime value. Want to talk to us? Get in touch below!

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