CLV: Gaming insights are helping banks pinpoint key long-term customers

in partnership with

Numberly

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Numberly helps its clients transform their marketing expenses into long-term investments in order to boost performance.

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Digital Reinvention
18/04/2024 Perspective
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Zachery Anderson

NatWest

Chief Data and Analytics Officer

Banks are starting to use data-intensive customer lifetime value (CLV) modelling to sharpen their marketing and build rewarding long-term relationships with key clients. At an online event hosted by Qorus Digital Reinvention Community and marketing firm Numberly, Zachery Anderson, NatWest’s Chief Data and Analytics Officer, discussed how CLV is changing how banks are connecting with their customers. Anderson, a former senior executive at Electronic Arts (EA), revealed how insights from the gaming business are now shaping marketing in the financial services industry.

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