According to Westpac’s head of digital marketing, Simon Marks, very few brands have yet to master personalisation as relevancy was flagged as one of the next key objectives for marketers at a recent conference held at NSW Art Gallery.  Mr Marks said that ‘contextual banking’ was its next target.  “No one has got personalisation right, and context is key,” Marks said. “We are moving to contextual banking and that is understanding the customer in the moment.”

Read our Westpac banking case study online here.