E74 - Nick Yang - Art of Data-Driven Marketing in Fintech

Nick Yang is the Head of Marketing at Jacaranda Finance.
Jacaranda is a Brisbane-based personal finance company providing
super fast lending services to Australians with a broad range of
risk profiles.


Nick and Jacaranda want to usher in a new era of financial
inclusion by making micro-financing available to all Australians,
including the 3 million people who are deemed ‘unbankable’ by
traditional financial institutions. The company was founded in
2014 with a vision to offer everyday Aussies a fair go at
personal finance. Within this short period of time, Jacaranda
Finance has become an award-winning lender, fulfilling what it
aimed to achieve. The company was named Champion of Financial
Services at the 2019 Australian Small Business Champion Gala
Dinner and Awards.


Jacaranda facilitated easy and fast online micro-finance options
for personal loans up to $10,000 and car loans for up to $35,000.
The cash becomes available to your bank account within minutes of
application. This quick and hassle-free loan processing is surely
going to give more and more Australians a fair go at their
financial well-being.


Nick has around 10 years of experience as a business analyst,
project manager, and digital marketing strategist with a special
focus on the finance and the insurance industry.


Before joining Jacaranda Finance, Nick worked as Search &
Analytics Manager at Cover-More Group, a global travel insurance
and travel assistance provider with over 50% of the market share,
and as web project manager at Global Payments Inc., a Fortune 500
payments technology company.


In this podcast episode, Nick Yang shares with us:


His academic and career backgrounds and how he moved from the
world of IT to digital marketing.

Why does the new breed of marketing professionals require IT
knowledge?

He also shares some valuable suggestions for those who want
to move from IT to marketing.

What is Jacaranda Finance, what it does, and how it helps the
consumers?

How the company builds brand awareness and runs its marketing
processes without a physical presence.

Nick also explains his view of branding in today’s fast-paced
digital environment.

Why it is important to be mobile-first when today smartphones
are a main driving force.

Some ideas for optimizing the customer experience for
enabling micro-conversions while the customers are on the web.

Importance of data in customer segmentation and the use of
data analytics.



If you are a senior manager operating primarily in the digital
economy or fintech, you will certainly appreciate listening to
the key principles Nick uses to form his strategy for data-driven
marketing.

BusinessAnalytics, CustomerExperience, MarketingAnalytics,
DataDrivenMarketing, DigitalMarketing, DataScience