Fiserv launched a new marketing analytics solution to enable financial institutions to better understand customers and identify marketing opportunities.

Integrator Advance, which leverages technology and expertise from Fiserv’s company Raddon, provides a wide range of tools in a single platform including research-based segmentation, cross-sell intelligence, campaign management and reporting.

The solution enables financial institutions to market a certain product or service to the right customer based on analytics. It also offers marketing analytics knowledge and marketing capabilities to non-technical employees, which makes campaign execution and knowledge distribution efficient and accessible.

First Federal Savings Bank senior VP Dena Weber commented: “Integrator Advance gives us centralized access to marketing campaigns and results, and enables us to share those across our organization. This will allow us to stay in step with our customers as we refine the capabilities we’re offering each individual based on their needs and how they interact with the bank. It’s not about marketing more stuff, but about making people aware of how the services the bank provides can help them in their day-to-day lives.”

Fiserv director, product management of open solutions Curt Johnson said: “In addition to highly functional technology, Fiserv can provide the expertise of a dedicated advisor to help the institution market more effectively. This is not just technical support, but consultation based on best practices of financial services marketing. The insights our advisors provide are backed by our ongoing consumer and small business research, as well as practical hands-on experience.”