About Kristopher Lazzaretti
Kristopher Lazzaretti, Senior Vice President and President of Data at Deluxe, has described the company as having "quietly become one of the largest super aggregators of value added marketing services data in the industry." He stated that Deluxe holds "billions of insights about consumers and small businesses" and "one of the deepest data lakes for consumer life events," including life stages such as newly married, new parents, and pre-movers. Lazzaretti said the company's data and analytics have "broad application across industries" including e-commerce, retail, telco, and hospitality, and that the data provides "a precision that is not available from any other provider in the industry."
Lazzaretti has discussed the importance of trigger marketing, describing it as "critical right now" because it combines consumer expectations for personalization with advertisers' need for measurable, high-converting channels. He noted that for bank marketers, "right now is such a critical time" to raise low-cost deposits, and that technology and data now allow marketers to identify consumers interested in high-yield deposit products. Regarding artificial intelligence, Lazzaretti expressed excitement about its promise for content generation and predictive insights, but said the company is "waiting to see exactly how the technology plays out" and emphasized that its approach is "firmly grounded in responsibility," with frameworks focused on fairness, inclusivity, explainability, and respecting consumer preferences.
Source: AI-verified profile updated from Kristopher Lazzaretti's recent appearances.
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Transcript (1 segments)
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Kristopher Lazzaretti0:03
We are so proud that we have quietly become one of the largest super aggregators of value-added marketing services data in the industry. We have literally billions of insights about consumers and small businesses, their needs, their attitudes, their behaviors, the things they need, the things they want. We have one of the deepest data lakes for consumer life events: things like newly married, newly single, new and expected parents, pre-movers where they've just listed their homes, or movers where they've just moved to a new neighborhood. All of the things when individuals are considering new relationships and new purchases. We have our standard consumer insights data lake which includes needs, attitudes, behaviors, demographics, online and offline purchase behavior, property and realty data, all of the things you would want to know about a household if you were talking to them about financial services or non-financial services purchases. Our business triggers data lake, like our other data lakes, is super aggregated and includes information about business milestone life events: new to world, new location, subsidiary, new ownership, new management, all of the kinds of big moments in a business's life cycle when they would consider alternative relationships or different types of purchases. For our business baseline or our business batch or demand generation data lake, we're one of the premier providers of direct response marketing to the financial services industry. But the great news is that the data we've collected and the analytics that we've developed have broad application across industries. That includes industries like e-commerce, like retail, like telco, like hospitality. All of the industries where you would want to better understand a consumer's need state to help have a really relevant conversation with them. And really what drives that is a deep understanding of a consumer's financial situation, their psychographic drivers of purchase, and their provider selection preferences. The data that we've put together helps us understand each of those things with a precision that is not available from any other provider in the industry.
