Most banks talk about about customer value—but few know how to measure it, act on it, or grow it. This session will help you cut through the noise and transform profitability into a practical, strategic tool.

We’ll challenge outdated thinking (like chasing perfect data or focusing on branch-level ROI) and introduce a CFO-approved model that surfaces opportunity using just two metrics: tenure and margin. From there, we’ll share four real-world use cases that show how banks can activate profitability insights to improve targeting, retention, and growth.

You'll walk away with: 

• A clear framework for measuring lifetime value and profitability 
• Real examples to guide campaign strategy

• Practical next steps to align teams and act with purpose

Whether you’re trying to prove impact, deepen engagement, or focus your spend—this session gives you the mindset, language, and tools to lead with value.