S02E20 English - Hyper-segmentation in banking with Daniel Kennedy

Episode notes

Personalizing the banking experience requires much more than just grouping clients by age, says Daniel Kennedy, vice president for distribution at Scotiabank. Instead, the “hyper-segmentation” of clients into smaller groups according to behavior and interests can help improve their experience by offering more targeted communications and products. Daniel also discusses the importance of financial education for banking users and the role of trust in the digital ecosystem.

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