Okiar's content and insights on brand, data, research and the consumer.
Holding a customer's primary account does not mean you have their loyalty. Understand the difference between banking primacy and loyalty — and what to do about it.
Read articleYoung and informal workers are making digital banks their primary account. See how this movement is redefining banking primacy in Brazil.
Read articleAs age and income grow, the primary account tends to shift toward traditional banks. Understand how financial life evolves and what this means for banks.
Read articleThe primary account is a bank's greatest asset in its relationship with the customer. Understand why capturing this position has become the new gold in financial services.
Read articleWhen every bank is digital, what still sets one apart from another? The answer lies in banking branding: brand identity, symbolism, and emotional connection with the customer.
Read articleFrom product to identity: the 5 levels of marketing show how the strongest brands build connections that go far beyond the sale. Which level is your brand at?
Read articleThe STP framework — Segmentation, Targeting, and Positioning — is applied very differently in B2C and B2B. Understand the distinctions and how to use it more effectively.
Read articleCo-creating educational journeys between brands and customers drives engagement, innovation, and mutual value. See how to apply this approach in your strategy.
Read articlePropensity modeling uses historical data and machine learning to predict customer behavior. Learn how to apply this technique to optimize your campaigns.
Read articleSegmentation, predictive modeling, visualization: the data science skills every marketing professional needs to master to make better decisions.
Read articleFrom awareness to advocacy, marketing psychology guides every stage of the purchase journey. Discover the principles and research that make this approach effective.
Read articleMemes can boost or damage a brand's image on social media. Understand the factors that determine this impact and how to use this strategy intelligently.
Read articleThe Marketing Mix Model (MMM) enables precise budget allocation and maximizes ROI across every channel. See how to implement it in your organization.
Read articleAnalytical myopia leads marketers to prioritize immediate metrics at the expense of real customer value. See how a strategic framework can change that.
Read articleMargin of error, confidence level, and population variability are the factors that determine the ideal sample size for a persona study. Learn how to calculate it.
Read articleWhat challenge can we help you with today?
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