Case Study: First Tennessee Bank Elevates Customer Insight To The C-Suite

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.