Backstage pass with Brian Winn, Wells Fargo

Wells Fargo is an American multinational financial services company. Since their founding in 1852, Wells Fargo has always put their customers first, tailoring their banking experience to continue to be as convenient as possible. This month, Brian Winn, SVP of Digital Card Acquisitions, sat down with Rokt to discuss how a century’s old finance company is leaning into leading digital transformation solutions to create deeper connections with their consumers.

Q: What’s something most people would be surprised to know about Wells Fargo?

A: Most people would be surprised to find out that Wells Fargo is a nearly 160-year-old company still operating under its original brand name, which is about one of only ten U.S. companies that are doing that today.

We’re 160 years old but we’re a very forward thinking company, absolutely focused on digital transformations to drive our business.

Q: What marketing trend are you most excited about?

A: The most exciting performance marketing trend that we’re excited about is the ability to determine incrementality or attribution. We drive great accounts through that direct interaction, but having the ability to show incrementality of consumers coming to our website to also convert has been a very important and meaningful tool for us to communicate to our broader organization the value of working with Rokt.

Q: What’s on your data wishlist?

A: The data points that we don’t currently have that would be amazing for us are the ability to understand who the person is behind the impression, and can we dynamically tailor our content and offer to that person to be more relevant to drive their click and ultimately their conversion.

Q: What’s unique about Rokt?

A: Rokt’s platform captures moments that we don’t have access to. Consumers are in a transaction moment where they’re purchasing tickets or restaurant reservations and it gives us an opportunity to present our offer and the value proposition of that offer which is far more relevant in this case than in other marketing tactics or campaigns that we run.

Q: How do you work with Rokt?

A: We have two direct vendor relationships －Rokt and Amazon.

We thought it would be best just to have a direct relationship with Rokt －better transparency from a reporting perspective and just the ability to have that one-on-one interaction between my team and the Rokt team.

Q: If you could be in any band, what would it be?

A: If I could be in an band in the world, I’d be in Run DMC and Run and I would be partners.