The brief emphasizes the importance of growing wallet share in financial services by cross-selling to existing customers, which has a higher conversion rate than acquiring new ones. Challenges include outdated data, data quality issues, and duplicate customer records, which hinder marketing efforts. Solutions like AI-powered analytics and data management tools, such as those provided by Informatica, help financial institutions improve data accuracy, reduce processing times, and increase cross-sell opportunities. These improvements lead to better customer service, increased sales, and enhanced regulatory compliance.

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