For financial brands, knowing the customer — through identity resolution — is key to understanding each individual across their financial lifecycle.
To better understand how financial brands are using identity resolution in their marketing, we commissioned Forrester Consulting to evaluate the state of identity resolution strategies at U.S. enterprises.
Forrester found that many financial brands’ identity resolution programs today fail to truly measure business and marketing performance, and that many programs are not set up to sufficiently encapsulate the entire customer journey and empower identity resolution’s full set of benefits, like reducing ad waste and improving marketing performance.
Which begs the question: How effective are most financial brands’ marketing efforts?
The Forrester research assesses how financial marketers are really using identity resolution today, the gaps in their strategies and recommendations to get on the right path.