A New Era of Personalization in Financial Services is Almost Here: MX Puts Data into Action with Candescent and Google Gemini

Generic marketing messages often fail to resonate with customers — alienating them with impersonal, irrelevant offers instead of driving them to take action. In fact, half of consumers report receiving marketing emails or direct mail from financial institutions at least once a month or more often. However, the majority of consumers (67%) have not taken action from any, according to MX’s research. 

Financial providers that seek to strengthen relationships and build trust with customers must deliver highly-tailored messages to each person at the right time. This means financial providers must truly understand where each customer is in their financial journey in order to personalize their experience.

However, getting a clear picture of what consumers want — and translating that into high-impact messaging and marketing campaigns — isn’t always easy. Nearly every organization has a complicated diagram of how they’re piecing disparate data sources together across different tools to try and create relevant marketing and messaging. 

MX is working with Candescent and Gemini AI models on a new proof of concept. Soon, financial providers will be able to use Candescent as a singular solution with new integrations to MX’s Customer Analytics solution and Gemini models. They will also be able to use Gemini for Google Workspace to streamline tasks and workflows. 

Here’s how it works:

Making Sense of the Data 

Using MX’s Customer Analytics, financial institutions can surface deeper insights about their customers with world-class data, clear segmentation, and unified data sets. Customer Analytics combines consumer-permissioned and enhanced transaction data into a centralized, comprehensive set of intelligent models, dashboards, and analytics tools all of which can be easily embedded into marketing automation platforms and CRMs. Our approach enables a new way to retrieve data and break analytics down to a set of actionable attributes.

Simplifying Campaign Management

With a better understanding of each segment composition, financial providers are then able to leverage Gemini models to generate promotional images or other marketing assets using artificial intelligence — all embedded within the Candescent Promotion Suite. This allows organizations to go from insights to execution quickly and efficiently. 

Speed to market is imperative and financial providers must be able to communicate with each customer at the moments that matter most. What was a traditionally cumbersome process is now centralized, intelligent, and seamless so financial services organizations can reach their customers with the right message faster.  

This exclusive solution is only available to Candescent clients and is expected to be available in early 2025.