Service industries -- including financial services, health care, utilities, and telecom -- have access to vast consumer data, but lack the tools that most consumer goods companies use to understand customer behavior.
The financial industry lags others in making the connection between marketing investments and returns. Three analytical tools can help financial-services companies develop the capability to see more clearly.
Articles published in strategy+business do not necessarily represent the views of the member firms of the PwC network. Reviews and mentions of publications, products, or services do not constitute endorsement or recommendation for purchase.
strategy+business is published by certain member firms of the PwC network.