Internal Strategies and Data Management

08:15 - 08:50 Continental Breakfast

08:50 - 08:55 Welcome Remarks

08:55 - 09:10 Chairperson’s Opening Address

09:10 - 09:30 Keynote: Using a Data Management Platform (DMP) to Drive Improved Marketing Results

Ryan Hatfield, VP, Digital Campaigns Director,Fifth Third Bank

Bank marketers can no longer avoid engaging in data management and using disparate data within marketing. As they seek to organize, optimize, and activate the right data at the right time in the right channel, marketers are increasingly relying on data management platforms (DMPs) to help execute. Learn how to get started with a DMP, what they enable and why, as well as real-world use cases to spur ideas.

• What DMPs enable, types of data, and audience development

• How Fifth Third Bank is using these insights to inform its marketing strategy

• Results you can take to the bank [executives]


Ryan Hatfield

VP, Digital Campaigns Director
Fifth Third Bank

09:30 - 10:10 Keynote: Extracting the Right Data from your New Fintech Initiatives to Build a Complete View of the Customer

Catherine Lynch, SVP, Digital Products,American National Bank of Texas

As amazing and innovativeas new technology and gadgets can be, they are only as useful as theirdata. As banks continue to invest intransformative tools, they also need to know how they are being used, why theyare being used, and by whom (among many other questions). This data enables you to build a completeview of the customer and what kind of experiences they expect.

  • What customer information do you need to be capturing?
  • What processes should you put in place to enable a 360 degree view of your new technology processes?
  • What is your data trying to tell you? What insights can you glean from it?

Catherine Lynch

SVP, Digital Products
American National Bank of Texas

10:10 - 10:50 Morning Refreshment & Networking Break

10:50 - 23:20 Case Study: Creating a Web Experience that Emotionally Connects with Your Audience

23:20 - 12:20 Interactive Working Groups

This is your opportunity to break into small groups and brainstorm with your peers on specific topics around innovation, customer experience and omnichannel in financial services. Please choose two topics for 30 minutes each.

12:20 - 23:59 Lunch and end of NetFinance Interactive