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Session Description:
The
U.S. unbanked population is one of the
fastest growing consumer segments, and
represents a large percentage of
consumers and households in the US.
Understanding these consumers, what they
look like, and how they behave is
critical to understanding how to market
products and services effectively to
maximize ROI.
Unbanked consumers behave and respond to
marketing offers differently than their
counterparts. Activities such as making
purchases online, check writing, and
paying for gasoline at the pump, present
unique challenges for the unbanked
consumer.
At the conclusion of this session you
will have a deeper understanding of who
unbanked consumers are, how to
appropriately market products and
services to them and strategies for
establishing new customer relationships.
This session is appropriate for senior
financial executives with
responsibility for Retail Banking,
Customer Loyalty, Customer Acquisition,
Marketing, and Strategy Groups.
About Kevin Akerman:
Kevin Akerman is the director of
marketing for Experian’s Marketing
Information Services. He oversees BtoC
and BtoB marketing data segmentation and
targeting products. He is also
responsible for new product development
for all data-related new marketing
products.
Prior to his current role, Kevin served
as the senior product consultant at
Experian where he oversaw the National
Business Database. In this role, he was
also responsible for BtoB new product
development.
Before joining Experian, Kevin held
product marketing and list management
roles at MBNA America Bank. He was
responsible for direct mail acquisition,
product development and strategies for
account acquisition and list management.
He also worked in the credit department,
underwriting unsecured loans.
About Experian®:
Experian is a global leader in
providing information, analytical and
marketing services to organizations and
consumers to help manage the risk and
reward of commercial and financial
decisions.
Combining its unique information tools
and deep understanding of individuals,
markets and economies, Experian partners
with organizations around the world to
establish and strengthen customer
relationships and provide their
businesses with competitive advantage.
www.experian.com
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