Joseph Brown

With the growth of digital marketing, organizations find that their customer data is more siloed than ever. Primary customer data is often stored in CRM systems or enterprise data warehouses, whereas other data, such as behavioral information or marketing interactions, are stored in different solutions such as analytics tools. Creating a single view of the customer will allow organizations to understand the true value of their marketing initiatives. However, data integration projects can be costly, difficult and very resource intensive.

This session will address:
• Challenges faced by financial services organizations when dealing with marketing data across different channels
• How data distribution technologies can solve such challenges
• How Lincoln Financial Group has successfully created a single view of the customer across
different channels