Citizen's Bank maximizes its marketing mix: 'Real' practice trumps 'Best' practice

Geoffrey Precourt

The implementation of a pragmatic best practice marketing program at Citizen's Bank is the focus of this paper from WARC Online U.S.

Citizen's Bank Maximizes Marketing Mix: 'Real' Trumps 'Best'

Geoffrey PrecourtWARC Online

There's a critical difference between "best practices" and "real practices," Nicholas Primola, svp/direct marketing and media optimization at Citizen's Bank in Providence, RI, told the Association of National Advertisers' Marketing Effectiveness and Accountability conference.

When faced with the prospect of establishing a marketing best practice - specifically, a media-optimization practice - Primola had the direct counsel of the bank's vp/ business intelligence: "If it was easy, I would have done it already."

Knowing from day one that his task was daunting, Primola stepped back and built...

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