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4 Data Myths Debunked (and What Financial Services Marketers Should Do Instead)



Steve Nikitas, Senior Strategy Director, Harland Clarke


In 2018, many marketers realize the power data can have when it comes to optimizing marketing efforts. Still, many financial institutions struggle with how to harness data and use it to their best advantage.

At Harland Clarke we’ve concluded it’s mainly four “big myths” that keep financial institutions from using in-house data to it’s full potential. It’s not a data deficit. Marketers have access to tons of data, but they aren’t asking the right questions.

In debunking these myths, marketers can access the real numbers needed to support their efforts and reap the benefits: attracting the right prospects, retaining the right account holders and growing the institution’s bottom line. 


  • Four “big data myths” financial services marketers need to ignore
  • The right questions to ask of data and four use-cases for each
  • How to enhance marketing programs and prove marketing contribution to the bottom line with data


Attendees will leave this webcast with: 

  • A strong understanding a how to use data to solve bank marketing challenges
  • The best way to get started using data to boost marketing results The most important data-driven questions to asks and metrics to measure

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Steve Nikitas

Senior Strategy Director, Harland Clarke

Steve Nikitas joined Harland Clarke in October 2010 and has more than 30 years of experience in strategic planning, marketing, public relations and executive speechwriting. He has been a senior executive at financial institutions in New York, California and Massachusetts, developing and implementing sales and marketing programs that resulted in significant growth rates in loans, deposits and accounts.

As senior strategist with Harland Clarke Marketing Services, Steve provides consultative services to banks and credit unions, helping them craft marketing and retail strategies and campaigns to take advantage of existing market and financial conditions and to grow targeted portfolios.

Steve speaks on a variety of topics aimed at helping financial institutions grow and prosper, including loan portfolio growth, account holder retention, and turning regulatory issues into opportunities. Steve holds an M.B.A. from Clark University, an M.Ed. from Fitchburg State College and a B.A. from Boston University. 


06/26/2018 at 2:00 PM (EDT)   |  60 minutes
06/26/2018 at 2:00 PM (EDT)   |  60 minutes