NOVEMBER 2023BUSINESSMANAGEMENTREVIEW.COM8Katherine Campbell is the Chief Marketing Officer at AnnieMac Home Mortgage. She has over 18 years of digital experience in financial services. She has her expertise in Web conversion, UI, and technical integration, Selecting, adopting, and integrating 11 new technologies in the last 18 months. As an award winning and highly sought-after mortgage industry specialist, Campbell is on track with the industry to offer an end-to-end digital mortgage solution. In an exclusive interview with Business Management Review, Campbell shared her valuable insights on the challenges, trends and best practices in market research space.WHAT ARE THE MAJOR CHALLENGES THAT YOU FACE IN THE FIELD OF MARKET RESEARCH?The primary challenge in market research stems from significant volatility since the last four years. The extreme fluctuations make it difficult to establish a baseline of normalcy. In addition, the adoption of technology, particularly MarTech and FinTech, further complicates the situation, making it impossible to establish if technology adoption or market volatility is increasing the expenses. The speed at which AI is being integrated into these tools creates further uncertainty. Another pain point is conducting research to assess borrowers' technology adoption. Determining if the technology leads to increased ROI or merely adds unnecessary costs is difficult. Compliance issues and other barriers may hinder the implementation of technology, rendering us less efficient than the technology itself.These complexities arise due to the pace of technological change and the difficulties in adapting to it.By Katherine Campbell, Chief Marketing Officer, AnnieMac Home MortgageLEVERAGING THE MORTGAGE INDUSTRY WITH EFFICIENT TECHNOLOGICAL INTEGRATIONKatherine Campbell
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