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Maren Colon

Agile Customer Management: Attaining the Right Customer-Product Fit to Achieve Your Portfolio Objectives



Frank Bria, VP of Digital Engagement, Nomis Solutions


The disconnect between back office goal setting, marketing campaigns, and front-line execution is the #1 reason banks fail to meet their strategic portfolio objectives. When banks don’t connect the dots between these functions and continue to rely on traditional demographic segmentation and advertising campaigns, they experience revenue stream leakage and get out-maneuvered by more efficient competitors. No matter how well-planned the strategy, it can’t be successful when marketing and client-facing employees (or systems) don’t have the right tools to align their efforts. Similarly, back office strategic planning needs to include a timely analysis of data captured at customer touchpoints to provide realistic guidance.

In this webinar, portfolio owners will learn how to create a closed-loop system encompassing the back office, marketing, and omni-channel client interactions to inform more defensible, reliable, and achievable portfolio objectives. Industry veteran Frank Bria will provide specific examples of how this approach can transform your entire retail banking portfolio, including residential lending and deposits. As a result, the bank can deliver value to customers and stockholders by ensuring that the right clients are receiving the right products at the right price.


  1. Translating strategic objectives into pricing, offers, and segmentation that drive results across your entire retail banking portfolio, including residential lending and deposits
  2. Ensuring that your targeted offers are viewed by key customer segments that are critical for achieving strategic goals
  3. Solving the “last mile” problem by extending analytically derived pricing and offers seamlessly across banking channels


  1. Become more competitive by going beyond traditional demographic segmentation to leverage customer behavioral data.
  2. Improve KPIs by learning how to implement customer-level tactics that connect the dots between strategy setting, marketing, and front-line execution.
  3. Meet portfolio goals more efficiently by increasing your ability to identify ideal customers and your effectiveness in presenting them with targeted offers across channels.

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Frank Bria

VP of Digital Engagement, Nomis Solutions

Frank Bria has more than 15 years of experience in the financial services sector involving data analysis, loss forecasting, marketing analytics, and technology process design supporting retail banking. Frank is one of the pioneers of price optimization in retail banking having conducted some of the first implementations and pilots in the industry. He also has experience in customer experience design including account opening, servicing, and collections processing. His specialty is using data and analytics to improve processes and deliver bottom-line results.

Frank's experience includes consulting for 9 of the top 10 retail banks in the United States as well as 5 of the top global 15. A former analyst for CEB TowerGroup covering analytics in the retail banking space, Frank has published a number of reports on price optimization, customer profitability, and customer experience. In previous positions, he designed software offerings in price optimization and loss mitigation analytics at Earnix, Cambio Technologies, Response Analytics and Khimetrics/SAP and provided technology and analytic support to a number of operational processes at Capital One.

The author of the book Seven Billion Banks, Frank has been a featured speaker and contributor at a number of industry conferences worldwide. Frank holds a Master of Science in mathematics from Purdue University and a Bachelor of Science in mathematics from Brigham Young University. He is a certified Six Sigma Black Belt.

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