Banking

For your Department: Marketing

The banking environment of today is rapidly changing and the rules of yesterday no longer apply. The corporate and legal barriers that separate the various banking, investment, and insurance sectors are less well defined and the cross-overs are increasing. As a consequence the marketing function is also changing to better support the bank in this dynamic market environment. The key marketing challenge today is to support and advise on the focus, positioning, and marketing resources needed to deliver performance on the bank's products and services. Marketing, as an investment advisor, is about re-defining the delivery needs within not only key strategic market segments, but increasingly refined to relevant micro-segments.

Barriers to better marketing insight and performance management can include:

• Defining the "size of the prize" has become more complex
• Lack of integrated and enhanced information
• Number-crunching verses creativity.

As investment advisor, Marketing guides strategic and operational activity, which focuses on the potential of specific markets and how the organization can meet these market needs. In this role, Marketing can also be an early detection system for how changes in the market lead to changes in products and services, selling strategies, or even more far-ranging operational elements of the business. The Performance Manager for Banking book from Cognos, an IBM company, helps marketing use technology to define, understand, and lead four core areas of the bank's decision-making including:

• Marketing opportunities: What is the profit opportunity?
• Competitive positioning: What are the competitive risks to achieving it?
• Market and customer feedback: What external verification process will enhance and confirm product and service value propositions?
• Demand generation: How do we reach and communicate value to customers?

Download the Marketing chapter
Download the whole book

This new book is just one way Cognos is helping marketing make more strategic decisions across the organization. For more information download:

• Cost Center or Core to the Business? Download our story compilation from Performance Perspectives, the Cognos e-newsletter.


• 7 Ways to Improve Sales & Marketing Performance in Banking Paper: Set goals with scorecarding, analyze marketing efforts, and cross-sell the right products with BI.


• Customer Successes: Read how the Bank of Ireland, UBS AG, Bank of America, and more are using Cognos to increase their Marketing effectiveness. 

Home | Legal Notices | Privacy Statement | Site Map
Performance Management | Business Intelligence | RSS Feeds

Copyright © 2008 Cognos ULC (formerly Cognos Inc.), an IBM Company. All rights reserved.

Cognos is a world leader in business intelligence, performance management, data integration, enterprise risk management, olap reporting, analytics software, bank branch profitability, retail performance management, supply chain visibility, customer profitability, Oracle business intelligence, and balanced scorecarding for the enterprise.

 

Banking Resources

Contact Sales