With evolving privacy regulations and the decline of third-party cookies , accurate conversion tracking has become a challenge . Sanlam , a leading financial services provider , partnered with Incubeta to implement Google ’ s Enhanced Conversions and Performance Max , dramatically improving its data collection and campaign performance . In this month ’ s cover interview , Kelly Driscoll , Head of Demand Generation at Sanlam , shares how first-party data powered their strategy , the role of video in engagement and what ’ s next for Sanlam ’ s marketing evolution .

“ Thick data helped uncover the underlying motivations , fears and aspirations that drive people to make certain choices , which led to our key human truth – people can ’ t imagine themselves far into the future , and that makes it really hard to make sacrifices now that will lead to a financially secure future ,” said Driscoll .

Read the full interview on page 48 .

According to the EY European Financial Services AI Survey , the majority ( 90 %) of firms surveyed have adopted AI into operations to some degree , but most remain in the early stages and 8 % have not integrated AI at all . Find out more on page 17 .

With some big firms calling for their staff to return to the office full time , we asked experts for their views on hybrid working and / or working from home . See what they had to say on page 25 .

With every new act or legal change comes uncharted territory . To help you navigate what the EU ’ s Digital Operational Resilience Act means for tax operations and financial institutions is Richard Sampson , Chief Revenue Officer at Tax Systems on page 32 .

We also have a range of ‘ Intelligent ’ pages , which feature the latest strides in the cloud , security , mobile , software , Blockchain and Artificial Intelligence space .

I hope you enjoy this issue and if you would like to contribute to any future editions then please do not hesitate to contact me .

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