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How to get the most value out of your Digital Assets

Authored by: Alexander Zaky, Head of Experience Design, Synechron

Whenever I meet with the CMO or a senior marketing executive in a financial institution, the million-dollar question comes up: Can you marry what our end users want with our business and technology strategy for an end-to-end, real-time view of the customer across business interactions?

This is the question that keeps marketing and technology executives up at night because it brings together a vast array of other problems (Am I reaching my customer? Am I maximizing my digital assets? Am I being smart about using the data I have? Have I tapped all of my tech resources? How can I make my operations better?) into one big, bad, and difficult to answer question.

Design thinking – a technique that brings the end user and design strategy into the initial concept session – combined with better marketing automation is the 2-pronged approach marketers need to be thinking about to marry strategic design/digital initiates with ongoing user feedback and analytics across the business.

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