Celebrus' Granular Data Helps Build Online Strategy

Real-time tracking of customer click streams and interactions enables banks to test marketing campaigns with increased accuracy.

The holy grail of big data and marketing efforts, a single customer view across marketing channels, has increasingly become a priority among banks, insurers and retailers looking to maximize advertising and conversion efforts.

Perhaps the biggest burden for banks is collecting all the data across touch points that have not traditionally permitted a cohesive customer story. "It shouldn't matter if a customer is walking through the bank, using a call center, phone application or on the web, you should be talking to them the same way across channels," says Simon Burton, CEO of Celebrus Technologies. "The one way to do that with data is to align the customer journey, and through process and understanding of the individual over time. Banks are desperate to bring that together." Read the full story on Wall Street & Technology...

Becca Lipman is Senior Editor for Wall Street & Technology. She writes in-depth news articles with a focus on big data and compliance in the capital markets. She regularly meets with information technology leaders and innovators and writes about cloud computing, datacenters, ... View Full Bio