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 (3 segments)
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Christopher Lazaretti0:07
My name is Christopher Lazaretti and I'm head of data driven marketing at Deluxe.
Trigger marketing is critical right now as it represents the best of two confluent trends coming together. One is consumers and businesses are expecting personalization, they're expecting marketing and advertisement that is sensitive to their particular situation. At the same time, advertisers today are looking for highly measurable channels that also convert at a high rate. Together, trigger marketing brings those two factors together. With trigger marketing, you can understand where a consumer is at in their life. They're newly engaged, they're newly married, they're about to move, they've just moved, they're about to retire. You can understand that situation in their life, and as a marketer, you can have a really relevant conversation with them in helping them drive forward in their life's journey, whether that be financial services related or otherwise.
Right now is such a critical time for bank marketers because for the first time in many, many years, having to go back and dust off the playbooks and how we raise low-cost deposits. The good news is technology and data has come a long way in the last 10 years. We can now understand who is most interested in high yield deposit products, we can understand who has the capacity to fund those accounts at an attractive level, and we can have a really relevant conversation with them. And if we do this well as bank marketers, we can avoid an expensive rate panic as the price and the cost and the scarcity of deposits becomes more critical in today's environment.
