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