American Banker: PNC Builds a Real-Time Marketing Data Hub

Karen Larrimer, chief marketing officer of PNC, is applying the science of analytics and the discipline of finding a return on investment to marketing.

"Marketing used to not be so worried about return on investment," says Larrimer. "We're challenged to compete."

Larrimer, who spoke at American Banker's Banking Analytics Symposium last week, says the bank has been moving from being product centric, with each product manager focused on pushing out his or her own products through the sales force, to customer centricity.