Episode 38: How Financial Institutions Win With Data-Driven Marketing

In this episode of Extra Credit, Harmon Lyons, VP of Strategy and Market Development for TransUnion’s financial services marketing solutions, joins Craig and Josh for a deep dive into the evolving role of data in financial services marketing. Harmon shares insights from nearly 30 years in the industry, highlighting how all FS marketers — from regional credit unions to national banks — can overcome fragmentation, connect with customers across channels and prove ROI. The conversation covers best practices for identity resolution, the importance of brand building — even on modest budgets — and how to balance acquisition and retention strategies. Whether you're a CMO or in a marketing-adjacent role, this episode offers a practical look at how data-driven strategies are reshaping the way financial institutions engage with consumers. The information discussed in this podcast constitutes the opinion of TransUnion, and TransUnion shall have no liablity for any actions taken based upon the content of this podcast.