Powering the Digital Stagecoach

Friday, November 14, 2014 - 9:35 am

The Wells Fargo Stagecoach symbolizes our unwavering commitment to safety and reliability when it comes to customers’ financial transactions and financial security. While data are at the core of decision-making for processes and products at Wells Fargo and other financial services firms, emerging trends and evolving expectations require new approaches to harnessing the power of that data.

  • Customer Experience: Customers now expect Wells Fargo to understand their complete relationship across product lines and for data and services to be seamlessly integrated.
  • Competitors: Many more recent and non-traditional competitors are not burdened with legacy fragmented approaches and are thus able to design and deliver experiences more nimbly.
  • Regulatory: Regulatory requirements are starting to emerge that expect anticipation of customer needs, rather than simply responding to them. From strategy development to operational execution, today’s business decisions are very data driven.  Successful execution requires cross-functional teams often, with an emphasis on business-savvy data scientists, data management professionals and analytic consultants.   Analytic disciplines include software engineering and IT integration, predictive modeling and experimental design.

Cigdem and Michael will discuss the competitive environment for Financial Services companies and how Wells Fargo is leveraging big data and other technologies to drive better customer service and sales across the complex array of its 80+ businesses.

Powering the Digital Stagecoach | Data Dialogs 2014

Çigdem Gencer
Head of Enterprise Data Strategy & Analytics
Wells Fargo Bank

Çigdem Gencer heads Enterprise Data Strategy and Analytics for the Wells Fargo Enterprise Data & Analytics business. EDA provides a competitive advantage to Wells Fargo by building and managing consistent and responsive data and analytics capabilities that drive revenue, customer experience, loyalty and effective risk management.

She joined Wells Fargo in 2004, in the Wealth Management Group, serving as group finance officer and later moving to family wealth sales and operational management roles. Prior to Wells Fargo, Çigdem served as CFO of Intrax, Inc., an international youth exchange company. She spent the first half of her career as a management consultant to financial services institutions in the US and Europe, where she helped found the Mitchell Madison Group’s Madrid office. Çigdem holds a B.A. in Economics from Harvard University, and an M.B.A. in international management from the Wharton School of Business. She is a Certified Financial Planner®, and a member of the Financial Women’s Association. Çigdem lives in San Francisco with her eight year-old son.

Michael Koved
Senior Vice President, Digital Channel Sales and Marketing Analytic Team
Wells Fargo Bank
Michael Koved is a Senior Vice President at Wells Fargo Bank leading the Digital Channel Sales and Marketing Analytic team.  His role supports Marketing and Product strategy development as well as provides predictive models, segmentation and other analytics for on-site sales and marketing.  His team provides campaign evaluations and sales funnel diagnostics for online payments, mobile banking and traditional bank products.  His scope of responsibility includes analytics for the retail wellsfargo.com site as well as third party sales and marketing.  Michael also has accountability for Digital sales planning, forecasting and tracking.
 
At Wells Fargo, Michael is leading initiatives to further develop an in-house marketing attribution system and the implementation of a robust experimental design environment.   His team is leveraging a big data platform to identify trends and patterns useful for improving sales, the customer experience and marketing cost efficiency.
 
Prior to Wells Fargo, Michael worked at Charles Schwab and Bank of America in Corporate Finance, General Manager and marketing positions.  He enjoys the confluence of customer behavior, analytics, technology and business.  He holds Ph.D. and M.S. degrees from the University of Pennsylvania and a B.S. degree from the State University of New York at Buffalo.