The problem: Better personalization can drive customer engagement, satisfaction, and loyalty—making it a top priority for retail banks and credit unions. But according to the Content Marketing Institute, brands that want to succeed at personalization must first overcome multiple bottlenecks, such as:

• Data silos: Key customer data remains separated across departments, hindering a unified, personalized customer view.
• Limited marketing influence on data strategy: Marketers lack input in shaping data collection and infrastructure, weakening their ability to deliver targeted recommendations.