Gina Ferrara

Gina Ferrara is a Senior Analyst with Madison Advisors and provides advisory services to organizations in the financial services and service provider industries. She focuses on helping organizations achieve their strategic customer communications management (CCM) goals and objectives and provides consulting services related to best practices for print and mail operations, postal optimization, and address quality, and multi-channel delivery. Gina routinely helps clients with a variety of matters, including managing request for proposals (RFPs) for print outsourcing and CCM hosted managed services as well as conducting best practice assessments for enterprise and service provider clients.
HMS CCM Capabilities
Winter Digital Issue 2019
Selecting a CCM Hosted Managed Services Provider
BY Gina Ferrara
Jan. 16 2019
Developing a customer communications management (CCM) strategy is analogous to putting together a jigsaw puzzle. To arrive at the solution, the pieces need to be interlocked together in an integrated technology...
CCM Marketplace
September 2017
The CCM Marketplace Is Changing: What This Means for Buyers
BY Gina Ferrara
Sept. 27 2017
Last month, we released the sixth edition of our "Customer Communications Management (CCM) Solutions Market Study." When reading the report, you may notice a common theme, which can be summarized in a...
The Data Problem- Executing a Real-Time CCM Strate
February 2017
The Data Problem: Executing a Real-Time CCM Strategy
BY Gina Ferrara
Feb. 16 2017
It should come as no surprise that data is a critical component in customer communications management (CCM). Given the amount of time consumers spend on computers and smartphones, personal data is collected...
Real-Time Document Generation and Delivery Is a Mu
January 2017
Why Real-Time Document Generation and Delivery Is a Must-Have
BY Gina Ferrara
Jan. 31 2017
“We didn’t do anything wrong, but somehow, we lost” was the final statement that was made during a speech by Stephen Elop, the former CEO of Nokia, at the press conference announcing...
sailing
November 2016
Outsourcing Print: Smooth Sailing or Stormy Seas?
BY Gina Ferrara
Nov. 7 2016
Determining whether to shut down your internal print and mail operation and outsource to a print service provider can be a tough conversation—as opposed to keeping it in-house and potentially making...
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    Hybrid Test Data Strategies
    By Jennifer Raml
    Test data strategy belongs in boardroom discussions, not buried in technical specifications. But here's what actually happens: executives assume IT has it handled, middle managers inherit whatever st
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    Forms That Fuel Growth
    By Andrew Stevens
    Despite their pivotal role in customer journeys, forms are still viewed by many organizations as operational overhead. In a digital-first era, that outdated view is a hidden drain on revenue and a gro
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    The Agent Is the Interface: How Agentic AI Is Rewriting the Rules of CCM
    By OSG
    2026 isn’t a year of incremental improvements in customer communications. It’s the year AI stops assisting and starts acting, and for CCM practitioners
  • The Next Architectural Leap in Document AI
    By Andrew Bird
    The current state of AI document processing follows a recognizable pattern. An organization crafts a prompt — often quite sophisticated with detailed instructions and examples — passes it to a lar
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    The Essential Role of Welcome Kits in Member Enrollment and Retention
    By Jason Pothen
    Here are the top 7 ways a dynamic, custom welcome kit can help you maintain and grow your membership rates, improve engagement and keep your members satisfied