Using data to drive change in the age of digital disruption

Savvy financial institutions are continuously evolving, embracing transformation to drive innovation and growth. In today’s episode of the Marketer’s Alchemy podcast, our host sits down with Alejandra Denda, The Federal Savings Bank’s first Chief Marketing Officer, to discuss her role as a key force in driving digital transformation, rebranding and modernizing marketing strategies. 

About the guest: Alejandra Denda, CMO of The Federal Savings Bank

Originally from Argentina, Alejandra Denda's career began in retail, working with consumer-packaged goods (CPG) brands. With over 20 years of experience in global and in-market roles, she transitioned to The Federal Savings Bank over three years ago to lead its marketing evolution.

As she explains, Alejandra was hired as a change agent at The Federal Savings Bank to drive organizational change, lead a massive rebranding and initiate digital transformation from the ground up. The Federal Savings Bank, a federally chartered institution, primarily focuses on home lending, serving a diverse range of customers, including active military members and veterans.

What’s inside this episode

Data is central to Alejandra’s marketing approach. Her team closely analyzes customer behavior, engagement metrics and campaign performance, focusing on metrics like website analytics and conversion rates, PPC (pay-per-click) engagement, CRM responses and email marketing metrics and social media engagement.

By segmenting consumers based on these insights, The Federal Savings Bank tailors its messaging and solutions to meet specific customer needs, merging digital data with insights from bankers to create a holistic understanding of their consumers.

Turning data into actionable insights

With vast amounts of data available, the team at The Federal Savings Bank follows a structured approach:

1. Define clear goals: Establish objectives before analyzing data.
2. Aggregate data from multiple sources: Website analytics, CRM insights, social media, consumer surveys and banker feedback are all pieces of a bigger puzzle.
3. Collaborate across teams: Use traditional whiteboarding exercises to consolidate findings and develop execution roadmaps.
4. Transform insights into actionable plans: Apply findings to optimize marketing strategies and customer engagement.

Modernizing a traditional brand for the digital age

Alejandra’s expertise in brand revitalization extends beyond banking. Drawing from her experience in CPG, she highlighted three key components for repositioning traditional brands:

1. Understanding the brand’s core identity: Define the value proposition and unique aspects.
2. Mapping the consumer experience: Identify omnichannel touchpoints, from digital interactions to in-person consultations.
3. Analyzing industry dynamics: Monitor market trends, competitor strategies and regulatory influences.

For The Federal Savings Bank, this meant updating their website to better represent their diverse consumer base, refining visual and verbal branding, and enhancing content strategy.

“Our previous branding was 100% military-focused, but we serve a broader audience. We needed a refresh that reflects all our consumers,” Alejandra explained.

In today’s mobile-driven world, optimizing the home lending experience for digital engagement is also an essential part of Alejandra’s marketing plan. This includes strategies like mobile-first website optimization, a seamless online mortgage application process, digital document signing, text-based communication and integrated social media and content strategies.

The power of timing in consumer engagement

Reflecting on her past work with Huggies at Kimberly-Clark, Alejandra shared an insight that applies to home lending: identifying the Point of Market Entry (POMI). Just as expectant mothers begin planning for their baby months before delivery, potential homebuyers start their journey well before making a purchase.

By understanding this timing, The Federal Savings Bank can engage prospective homebuyers with educational content and strategic marketing at the right moment. As Alejandra explained, the goal is to guide them through the sometimes emotional journey of home buying by providing the right resources at the right time.

Listen to Marketer’s Alchemy on your favorite podcast platform (including Apple Podcasts, Spotify and Audible), and watch all of our episodes on YouTube. Make sure to subscribe so you don’t miss out on the next episode.