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BBVA Compass’ CMO on why mobile is the most quantifiable marketing channel

Jennifer Dominiquini

BBVA's CMO Jennifer Dominiquini says that the metrics that mobile campaigns provide has made it the most quantifiable element of the marketing sector.

Jennifer Dominiquini, CMO at BBVA Compass, says the bank takes a rigorous approach to measuring its campaigns. She feels that mobile has had a significant impact on the marketing sector in the way that it provides such quantifiable data which can then be used to create a better user experience for customers.