Questions for a Data Scientist

Podcast Interview with Adam Smith

You’ve heard that data is supposed to be the elixir that will cure the ills inherent to bank marketing. But how do you access data, make sense of it and put it to work? How do you even get your management to pay for it?

Adam Smith, a senior marketing analyst at Sigma Marketing, led a session at the 2018 ABA Bank Marketing conference on how to become a data-driven marketing leader—and he understands the value of starting small.

After his session, he sat down with ABA  SVP Shelly Loftin to tell her more about getting started in data. “It’s not magic,” he says, but it can definitely help you with your marketing. “Don’t worry if you don’t have an analyst or data scientist on your team. Whatever data you can get—even if it’s only core data—you can still find something to do.”

You could start with a “quick-hit cross-sell” campaign, for example—identifying your loan-only customers and offering them a checking product.

Once you’ve used data to make some money for your bank, it becomes a lot easier to take your data-driven marketing to the next level.

Listen in to Shelly and Adam’s interview to learn the three key steps to implementing a data program at your bank.

If you can’t see the audio player above, click here to listen to Shelly Loftin’s interview with Adam Smith.

The interview was recorded at the 2018 ABA Bank Marketing Conference in Baltimore.