"In this session, Brian reveals their data-driven marketing approach aimed at delivering personalized messages to members at the right time and place. With 1.3 million members and a team of 13 marketing analysts, BECU used eligibility analysis to identify optimal audiences, consider various channels like email, apps, and websites for messaging, and employ send time optimization based on member engagement patterns. The strategy to determine the right channel involves clustering digital marketing channels into paid and owned categories, analyzing customer interaction patterns, and decision-making based on customer preferences and engagement. Machine learning decision models, creative testing, primary marketing channel clustering, and send time optimization are utilized to offer personalized messages and intercept potential financial issues for customers.

While acknowledging that marketing's ""Holy Grail"" doesn't exist, Brian emphasizes the importance of focusing on incremental gains through data-driven marketing strategies.