Most financial institutions know it's critical to manage the ever-increasing amounts of accessible data, but many miss the potential in using that data in innovative ways. Financial institutions have a plethora of data they can access, either through their own systems or through public sources. However, many can't -- or won't -- exploit the large volumes of data, particularly the "owned" data that an organization holds about customers. This kind of data is typically called customer relationship management data, such as the purchase history tied to app installs, email addresses and postal addresses. Though financial institutions maintain and collect massive volumes of data, many firms are restricted from fully using that data because they are required to comply with stringent regulations around what can and cannot be done with customer data.