Director of Global Digital Analytics, MetLife
Director of Financial Services Industry
VP, Business Development Strategy, Adobe
SapientRazorﬁsh just returned from Adobe Summit
2017, where our ﬁnancial services experts and clients
found insights and inspiration for the coming year.
The annual conference focuses on Digital Marketing,
from Adobe’s latest offerings to the trends and
innovations connecting brands to their customers.
Financial Services were a hot topic at this year’s
event, with a dozen sessions on the industry, plus
mixers and a “Super Session.” Ultimately, the topics
on the minds of FS attendees were prevalent across
all tracks and industries: data, mobility, AI, and
personalization. But the three most important themes
this year were experience, experience, experience.
“’Intelligence is changing the world’ @parasnis #adobesummit #ai #cx”
Founder & CEO, Marketing Nutz
“#Blockchain disruption and #AI-driven #IoT among analysts’
top 10 predictions”
Chief Social Media Architect, VMware
“#AdobeSensei use case - selecting new stock images for a
bank website based on the age and gender of
the account holder. #AdobeSummit”
Adobe Summit 2017
“It’s time for the digital intervention. And time to focus on
simpliﬁcation and redeﬁning the customer experience.”
“Experience matters more than ever. The number one
priority for all companies should be optimizing
the customer experience.”
"We are not just marketers anymore. We are not just
stewards. We are ambassadors of experience."
“You need to treat analytics like a religion. Any project would not be successful
if we didn’t test our capabilities with analytic tools. It truly helps show
what success actually looks like.”
Senior Digital Analyst, Vanguard
“In regulated industries, customer experience involves complex
communication paths, but customers still expect personalization #adobesummit”
Oregon Community Credit Union
“74% of ﬁnancial leaders focus on multichannel personalization
based on digital and CRM data, vs 34%
all leaders surveyed.”
Director of Financial Services Industry Strategy, Adobe
“#Blockchain will move into commerce / transactions and
disrupt many industries - educate thyself to prepare #adobesummit”
Digital Marketing Consultant
SapientRazorﬁsh partners with ﬁnancial services institutions to shift their focus to the customer and approach all facets
of digital transformation through that lens. We combine deep ﬁnancial services expertise and experience-design chops
with data strategy, artiﬁcial intelligence, mobile-ﬁrst design and more in order to innovate and deliver seamless
experiences for customers and employees alike.
Would you like to learn more about the insights and discussions from Adobe Summit 2017, or SapientRazorﬁsh’s
transformation solutions for banks facing customer-driven disruption? Contact us today.
COPYRIGHT 2017 SAPIENTRAZORFISH
Personalization is high on the list of consumer expectations today. But it’s the total end-to-end customer
experience that made headlines at nearly every session of this year’s Summit. Today, banks, insurers, and
asset and wealth managers are just at the beginning of truly personalizing experiences as well as
connecting the physical and digital channels.
While we are still at the beginning of the AI marketing journey, the announcement of Adobe
Sensei—a uniﬁed AI and machine learning framework—puts it within reach of many brands, using
your data to create, target, personalize and push digital customer experiences. As marketing AI
continues to develop, FSIs will be able to target the right customer segments, at the right time, with
relatable content and personalized experience.
Data is another key piece of the personalization puzzle, and the highly regulated ﬁnancial services
industry faces unique challenges when it comes to both capturing and using it—whether for
marketing purposes or to streamline internal operations.