🧭 General Introduction 

In the digital age, banking marketing has shifted from traditional campaigns to highly targeted, data-driven approaches.

The ability of financial institutions to analyze customer data, identify behavioral trends, and deploy intelligent marketing strategies has become a cornerstone for building long-term relationships and boosting profitability.

This five-day workshop is designed to empower banking teams to design and execute marketing strategies based on real data and predictive insights.

Participants will explore how to collect and analyze data from multiple sources, segment customers effectively, personalize communications, and deploy automated campaigns based on digital journey mapping.

The sessions cover AI tools, machine learning models, and campaign optimization techniques that transform raw information into impactful messaging.

By the end of the workshop, attendees will gain practical knowledge to turn analytics into action, shape dynamic marketing strategies, and deliver smarter, more engaging experiences that drive loyalty and growth in a competitive banking environment.

👥 Target Audience

• Banking marketing and communications teams
• Digital transformation and customer experience specialists
• CRM and data analytics professionals
• Product development and customer insight managers
• Financial business consultants
• Brand and identity officers
• Marketing compliance and regulatory teams

🎯 Expected Objectives

• Understand the role of data in modern banking marketing
• Build segmentation models based on customer behaviors
• Personalize campaigns with predictive insights
• Use AI tools to enhance engagement and targeting
• Measure campaign performance and continuously optimize
• Align marketing strategies with customer experience outcomes

📚 Scientific Topics:

🔷 Pillar 1: Foundations of Data-Driven Banking Marketing

Session 1: From Traditional to Intelligent Marketing

• Key differences between conventional and digital approaches
• Why data matters in banking marketing today
• Common challenges in analytical strategy adoption

Session 2: Marketing Data Infrastructure

• Key banking data sources (CRM, transactions, apps)
• Tools for data gathering and enhancement
• Structuring data for analysis and activation

🔷 Pillar 2: Customer Behavior Analytics and Segmentation

Session 1: Mapping Customer Banking Patterns

• Identifying behavioral trends and service preferences
• Lifecycle stages and persona modeling
• Predictive analytics for behavioral forecasting

Session 2: Smart Segmentation Techniques

• Demographic, behavioral, and psychographic segmentation
• Content targeting based on audience clusters
• Combining segmentation with digital transformation

🔷 Pillar 3: Data-Informed Campaign Design

Session 1: Strategy Development from Insights

• Defining campaign goals with measurable KPIs
• Choosing marketing channels based on analytics
• Content personalization through customer data

Session 2: Marketing Automation and Smart Delivery

• Behavioral-triggered emails and dynamic offers
• Campaign automation platforms (e.g. HubSpot, Salesforce)
• Performance monitoring and real-time optimization

🔷 Pillar 4: Artificial Intelligence in Banking Marketing

Session 1: AI and Machine Learning Applications

• Product recommendation engines
• Chatbots and conversational marketing
• Predictive personalization with smart algorithms

Session 2: Sentiment Analysis and Experience Metrics

• Extracting emotional data from interactions
• Identifying pain points through behavioral analytics
• Improving service and loyalty based on feedback

🔷 Pillar 5: Performance Measurement and Strategic Alignment

Session 1: Campaign Metrics and Dashboards

• Engagement, conversion, and retention indicators
• Tools for data visualization and campaign insights
• Creating dynamic dashboards for continuous learning

Session 2: Building an Integrated Marketing Strategy

• Aligning marketing with institutional goals
• Mapping out long-term customer journey strategies
• Adapting plans based on market shifts and feedback