How Asset Management Peers are Building, Running, and Growing their Marketing Analytics Capabilities

In an earlier survey conducted by MarketBridge, 71% of asset management firms indicated they were increasing their investments into data, analytics and measurement, but for many gaps still exist, and ROI is often uncertain or elusive. Marketing Analytics should be the most straight-forward use of applied data science at a company—and yet it continues to struggle in this industry. Why? And what can be done about it?

In collaboration with the SME Forum, we conducted a benchmark study of 18 asset management firms across a mix of firm sizes/AUM and distribution channels to understand how firms are building, running, and growing their Marketing Analytics functions. With over two decades of work with over 100 Fortune 1000 companies, we accessed participants across seven areas that analytics teams need to function properly―from technology, data, analytical techniques and organization, to talent.

Access the benchmark study to learn:

• The significant gaps between the current state and the “ideal state” of marketing analytics

• Why 2/3 of firms have invested in deploying a single, unified CMS― but many are not taking full advantage to drive greater analytical insight

• Less than 20% of firms have a consistent marketing taxonomy, severely limiting the potential impact of marketing analytics

• More than ¾ of firms have deployed cross-platform dashboards, but 50% of those indicate data issues requiring significant manual intervention