Measuring marketing performance is necessary, but it is not sufficient. Data alone does not improve outcomes. Action does. Most teams do not struggle with access to data. They struggle with what to do next. At a Glance Measuring marketing a…
For the last two years, marketers have been asking the same question: “How do we optimize for AI search?” Google just answered that question with unusual clarity. It is editorial. In its new guide on optimizing for generative AI features, G…
A growing number of business owners are turning to AI for answers. Some are asking about advertising budgets. Others want to know whether their website is performing well. Many are using AI to evaluate lead generation campaigns, compare mar…
Download Our ReportDownload Our ReportFinancial institutions spend a lot of money on channels their best prospects don’t use, and almost nothing on channels where those prospects spend hours every day. Here’s what our research found: YouTub…
Download Our ReportDownload Our ReportYour institution probably has a customer service team that’s genuinely good at its job. You likely have competitive rates on at least some of your products. You’re probably rooted in the community in wa…
Download Our ReportDownload Our ReportWhen a consumer is ready to open a new account or switch institutions, their first move is almost always digital. Forty-nine percent of consumers in our study use Google Search to research specific fina…
Download Our ReportDownload Our ReportMillennials are the most financially active generation in our 2026 study. They are the most likely to seek out financial information, the most responsive to social media content from financial instituti…
Download Our ReportDownload Our ReportGen Z is no longer a future audience. The oldest members of this cohort are 27. They have jobs, they have debit cards, they have growing credit needs, and they are very much in the market for financial
Download Our ReportDownload Our ReportFinancial marketing tends to behave as if consumers are constantly thinking about their bank. They’re not. For most people, their primary financial institution is invisible — a background service they i…
Download Our ReportDownload Our ReportThe data from our 2026 American Financial Consumer study points in a clear direction. The competitive environment for local banks and credit unions has never been more dynamic or more full of opportunit…
Download Our ReportDownload Our ReportLocal credit unions are the most favorably viewed financial institution type in the United States, according to our 2026 American Financial Consumer study. Seventy-seven percent of American consumers vi…
Download Our ReportDownload Our ReportIf you asked your last 50 new account holders how they first heard about your institution, what would they say? If you’re like most community banks and credit unions, the most common answer would be: ‘S…