Hyper-segmentation in Banking with Daniel Kennedy

Personalizing the banking experience requires much more than grouping customers by age, says Daniel Kennedy, vice-president of distribution at Scotiabank. Instead, "hyper-segmenting" customers into smaller groups based on their behavior and interests can help improve their experience by offering them more targeted communications and products. Daniel also talks about the importance of financial literacy for banking users and the role of trust in the digital ecosystem.