Christian Nelissen — Chief Data and Analytics Officer, National Australia Bank
Published:
We always start with triggers. Once you really start getting people thinking, 'if I see that, I should do that,' there’s a lot more triggers than you ever imagine
What does Christian Nelissen say on The Agile Brand with Greg Kihlström?
Christian Nelissen, Chief Data and Analytics Officer, National Australia Bank, says: Christian Nelissen, NAB's Chief Data and Analytics Officer, describes how the bank built a centralized "customer brain" decisioning layer to orchestrate consistent, human-centered conversations across channels. The interview explores trigger-first personalization versus propensity-driven models, the organizational clarity required to manage enterprise complexity, embedded data ethics and governance, and how lower operational costs change the calculus for experimentation and ongoing, precise customer engagement.
From: The Agile Brand with Greg Kihlström
Cite as: Christian Nelissen. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/christian-nelissen-we-always-start-with-triggers-once-you-really-start-getting