How Financial Institutions Win With Data-Driven Marketing

Financial services marketing expert Harmon Lyons joins Extra Credit to explore how financial institutions can use identity, precision and measurement to drive smarter, more effective campaigns in a fragmented media landscape.

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.