Me: I would like to apply for a loan please.
Financial Lender: what kind of smartphone do you own?
Crazy as it sounds, research has shown that there is a link between defaulting on a loan and the type of phone you own. While this article references data from Germany, it speaks to a bigger perspective that analysing data to feed marketing initiatives is critical.
Harvesting data from websites and previous online campaigns should always be part of the review for future campaigns. The key is in identifying patterns and behaviour that affect creative and messaging to your target audience.
For the record, I own an iPhone, so I guess that makes me a positive candidate for a loan.