Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that it will host a webinar titled “Citizens Bank Case Study: Expanding Reach in the Digital Age-Retooling For Growth.” The event, sponsored by The Financial Brand, will take place Tuesday, April 5, at 2:00 p.m. ET and will feature Kristin Mollerus, vice president, director of agency services at Citizens Bank; Mackenzie Smith, director, agency services, Merkle; and Sunil Rao, director, digital analytics and audience management at Merkle.

Digitally empowered consumers are changing how organizations communicate, interact, and acquire customers. A material opportunity exists to engage with a relevance and frequency that was previously not possible – and there is a risk for companies who do not capitalize on this opportunity. The webinar will discuss how Citizens Bank is retooling for growth through data, analytics, and digital technology to expand the reach and impact of its customer engagement strategy. Attendees will learn:

• Industry and consumer trends creating the need for immediate action

• Analytic, technical, and engagement core competencies required to compete in today’s digital world

• How Citizens Bank leveraged and expanded existing assets to interact with and acquire customers, including actual results

“Citizens’ vision was to develop marketing programs to support its brand platform – ‘Simple, Clear, Personal.’ Merkle’s data and analytics, technology, and agency services teams developed a roadmap that enabled Citizens to transform from a line-of-business-focused marketing approach to a customer-centric marketing approach,” said Smith. “Attendees joining this presentation will gain insight into Citizens’ journey and what lies ahead for its brand.”

To register for the complimentary webinar, visit the registration site or contact the Merkle events team at [email protected].