Nearly half of those surveyed said they could not find contact information for potential clients using their existing tools. If I have to go hunting for the data and hunting in multiple places, there's two big issues with that.
Your credit file (or credit report) is a detailed, six-year history of your borrowing, repayment behaviour, and financial public records. It includes payments for credit cards, loans, mortgages, mobile contracts, and utilities. Lenders check credit files to decide whether to approve applications and what interest rate to offer.
In the second amended complaint, Guo claims that after she was the victim of identity theft, the financial institution and credit bureau defendants continued to report and attempt to collect fraudulent debts after she provided proof of the fraud. In doing such she alleges that they violated federal and California consumer protection laws by failing to properly investigate and correct her credit reports.
This is an opportunity for marketers to change the narrative that marketing is a cost center. Most enterprises today see marketing as a tax, not an investment, and I think we can flip that model.
To understand the strategy at work here, you likely need only look at your recent phone calls and text messages. Mobile channels are a mess. As a result, many consumers refuse to answer calls from numbers not listed in their contact list. This poses a significant problem for organizations across industries, including financial services, healthcare and the public sector, which often need to use the phone to reach people and relay critical information.
In the first two weeks of January 2026, overall spend on health and wellbeing rose by 3.9% year-on-year, despite customer numbers falling by 2.8%. Spend per customer increased by 6.8%, showing that those who continue to prioritise health are committing more of their budget to it. The data suggests that January is no longer viewed as a reset period, reflecting how health and wellbeing is now prioritised within household budgets throughout the year rather than treated as discretionary spend.
For most of modern finance, one number has quietly dictated who gets ahead and who gets left out: the credit score. It was a breakthrough when it arrived in the 1950s, becoming an elegant shortcut for a complex decision. But shortcuts age. And in a world driven by data, digital behavior, and real-time signals, the score is increasingly misaligned with how people actually live and manage money.
Imagine you're selecting an influencer to work with on your new campaign. You've narrowed it down to two, both in the right area, both creating the right sort of content. One has 24.6 million subscribers, the other 1.4 million. Which do you choose? Now imagine you could find out the first had 8.7 million unique viewers last month, while the second had 9.9 million. Do you want to change your mind?
Attribution should be a priority for marketers, but if the "it ain't broke don't fix it' attitude holds true for many, then this is a huge opportunity missed to improve marketing performance. In today's world there are many useful data sources that can shape marketing and improve efficiencies. The problem facing brands is how to connect this data in a way that sheds light on customer behaviour and purchasing, and reveals the role that individual marketing activity has played in the journey.