Why Read This
First Tennessee Bank leverages insight from its marketing and customer analytics team throughout its business. However, five years ago, the team had limited intelligence on its customers and leveraged a marketing customer information file (MCIF) data mart primarily for direct marketing. What changed? First, the firm built a centralized data warehouse to better understand its customers. Then it built a team that could turn data into customer strategy, evangelize the value of customer insight, and demonstrate the revenue benefits. How strategic is this asset to First Tennessee? Dan Marks — the person who managed the team that led the initiative — was promoted to chief marketing officer of the bank.