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Citizen Developers and the Empowered Marketer

Citizen Developers and the Empowered Marketer

As consumer habits evolve, the way banks operate and engage with their customers do as well. Banks are under increasing pressure due to competition from fintechs and changing consumer expectations, and must develop the way they target and appeal to customers and maintain a profitable relationship.

This report discusses how the role of the marketer in a financial organisation will evolve including identifying and extracting advanced insights from real-time data, and using these building blocks to create offerings and apply them into individualised marketing campaigns.

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