Most consumers today will only engage if the content they receive by email, push or SMS, etc. is tailored to them. Clearly, it is time we buried “spray and pray” marketing and embraced “activity-based marketing” which entails sending relevant, timely, marketing communications to a specific individual based on their personal utilization of products and services. How is this achieved? By the synchronizing core systems, consumer and mortgage loan origination systems, and third-party data.