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Big Village Know your audience. We help brands build smart strategies and turn them to unstoppable action -- without losing the plot.

Everyone here at the Financial Brand Forum is talking about "fixing" the customer journey -- but that framing is incompl...
14/04/2026

Everyone here at the Financial Brand Forum is talking about "fixing" the customer journey -- but that framing is incomplete.

Most journeys don’t break because the steps are wrong. They break because the *understanding of the customer* changes at every step.

* Acquisition targets one audience.
* Onboarding engages another.
* Retention tries to hold onto a third.

Ultimately, the “journey” isn’t a journey at all; it’s become a series of disconnected interpretations.

So teams invest in better mapping, better messaging, better optimization…but they all execute against inconsistent definitions of who they’re actually trying to reach. THAT is where the friction comes from -- and it’s not something better journey design can fix.

👉 The truth is that audience continuity matters way more than touchpoint optimization.

At Big Village, we see this every day. When your audience stays intact from insight to activation, you don’t just improve the journey. You improve every decision that shapes it.

13/04/2026

A big chunk of the agenda at Financial Brand Forum 2026 is focused on AI: scaling it, applying it, operationalizing it.
..but AI is only as good as the audience it is built on. Most organizations are feeding models with fragmented inputs:

-- Survey data disconnected from behavior
-- Segments disconnected from activation
-- Personas disconnected from real customers

The output may *feel* intelligent, but it’s directionally unstable. You're getting speed, but without real grounding.
A big chunk of the agenda at Financial Brand Forum 2026 is focused on AI: scaling it, applying it, and operationalizing it.

If AI is going to drive product and marketing decisions, it needs a persistent audience layer behind it -- one that carries through research, planning, activation, and measurement. Otherwise, you're just generating faster guesses.

Most of the conversations at Financial Brand Forum 2026 will center on AI, customer experience, and growth. All valid, b...
10/04/2026

Most of the conversations at Financial Brand Forum 2026 will center on AI, customer experience, and growth. All valid, but there’s a more foundational issue underneath all of it.

Every team across the industry is trying to move faster, personalize better, and prove impact, but the audience they target keeps getting rebuilt at every step. You're probably familiar with this:

-- Research defines the audience one way.
-- Then strategy reframes it.
-- Then the media team approximates it.
-- And finally, measurement reconstructs it.

Same customer, different versions. But if the audience doesn’t persist, nothing compounds -- and AI just accelerates the problem.

The next phase of growth isn’t about better tools. It’s about maintaining continuity of understanding from insight to ex*****on.

That’s the gap most teams are actually feeling. If you're among the many, come talk to us next week.

Most targeting today is built on proxies -- not people.“Fitness enthusiast” could mean:– someone training 5x/week– or so...
24/03/2026

Most targeting today is built on proxies -- not people.

“Fitness enthusiast” could mean:
– someone training 5x/week
– or someone who clicked a workout video once

Same segment. Very different customer.

*That gap is where performance gets lost.*

We broke this down — why it happens, what it costs, and what challenger brands can do differently.

👉 The Proxy Targeting Trap (white paper): [link] https://hubs.la/Q04848w80

03/02/2026

🚨Proxies are just leaps of faith. So we do we use them for targeting?

There's a better, more accurate way to reach and engage your target audience.

Learn how Audience Intelligence drives better precision at every activation stage.

Watch the webinar: https://hubs.la/Q041BHns0

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