Most financial institutions struggle to measure what really matters in their marketing. They track impressions, clicks, and followers—but not meaningful outcomes like loan conversions, account openings, or user friction. This leads to wasted budgets, unclear ROI, and missed opportunities to optimize the digital experience.

Without clear, actionable analytics, marketing becomes a black box. Leadership gets frustrated. Teams lose confidence. And worst of all—growth stalls because no one can see what’s actually working. In a time when budgets are tight and expectations are high, guessing is no longer a viable strategy.

James Robert and Derik explore how financial brands can transform marketing from a cost center into a growth engine by measuring progress in smarter, simpler ways. From high-level KPIs to on-page performance insights, they unpack what to track, why it matters, and how to start seeing through the noise to what actually drives growth.

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Most marketing teams are stuck in a turf war—and it’s costing financial brands real growth. On one side, brand teams are chasing awareness. On the other, performance marketers are pushing for conversions. Both mean well. But without a shared strategy, they're pulling in opposite directions—and the only real result is internal competition, wasted budget, and missed growth opportunities.

In this episode of the Banking on Digital Growth Podcast, James Robert Lay and co-host Derik Krauss return to bridge the divide between art and science in financial brand marketing. They unpack how collaborative cultures, rooted in testing and iteration, transform subjective ideas into measurable outcomes. You’ll learn how to turn gut-based marketing into data-driven performance, why AB testing isn't just for emails, and how small conversion lifts can lead to million-dollar gains.

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Digital marketing in many financial institutions still leans heavily on the art—intuition, creativity, and guesswork—while neglecting the science of performance data, testing, and iterative optimization. As a result, efforts often lack measurable ROI and fail to meaningfully move the needle on loans and deposits.

The stakes have never been higher. Digital noise is at an all-time high. AI is flooding the market with more content than ever before. If marketing is not grounded in data and constant experimentation, it's just decoration—pretty, but ineffective. Financial brands that ignore the science behind digital growth risk wasting budget, losing trust, and falling behind competitors who are measuring what matters and learning faster.

James Robert Lay and Derik Krauss explore how financial brands can integrate the art of storytelling and design with the science of data, testing, and behavioral insight. They’ll introduce a balanced approach—combining empathy-driven messaging with A/B testing, conversion tracking, and funnel optimization—to drive smarter, more scalable results.

Join us as we discuss:

-The Importance of Measuring Marketing Success (5:07)

-Practical Steps to Integrate Science into Marketing (11:58)

-15:43 Conversion Funnels and Their Impact (15:43)

You can find this episode and many more by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

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