Category Archives: Regulatory Risk Management
When meeting and consulting with clients, most investment data specialists refer to 5 datasets managers need to populate in their investment database profiles:
Performance, AUM, Holdings, Characteristics, and Personnel. These are the quantitative datasets. And yes, they are each very important.
However, we at APX Stream believe there are, in fact, 7-9 datasets for which managers need to account. These additional datasets include the qualitative narrative sets: Firm & Product Narratives, Firm & Product Personnel.
But it’s not simply a matter of checking these items off a list every quarter – to successfully execute a professional investment data marketing strategy, managers need to understand, not only the range of data points contained within each set, and account for them accordingly, but how they all work together to create a cohesive, data-driven story for your firm.
All the pieces must fit, and do so in a way that entices database subscribers (i.e. your future clients & investors) to pick up the phone or dash off an email inquiring about your portfolio management services.
So how should these pieces fit together and what are some ideas managers can employ to help improve their data marketing execution?
Asset management sales and marketing efforts are fueled by data. The faster firms get clean, accurate product performance data in the hands of consultants, advisors and wholesalers, the better their chances of closing deals and increasing inflows. Effective governance for investment data is the foundation for this effort.
A growing number of firms are using marketing content automation solutions to quickly create and update pitchbooks, collateral materials and website product pages. Yet, many are still using inefficient, ad hoc processes for collecting, storing and distributing the source data that populates these communications.
These processes, coupled with a lack of formal governance around data collection and usage, increase product information’s time-to-market. Also, they raise the likelihood of errors that could result in reputational damage and regulatory sanctions.
The most successful marketing operations teams have one thing in common: they really own their fund data. Establishing clear ownership and responsibility for the data is critical. In order to take ownership of the data, the first step is to assign data management roles. We recommend building a written matrix defining the following:
- Your data providers (where the data comes from)
- Your data stewards/owners (the person responsible for the data)
- The data consumers (all the places it’s being used)
In a blog post by our CEO, he draws a comparison between setting up a rock concert and doing an investment management content automation implementation. In the post, he points out that the critical behind-the-scenes logistics of these operations are not fully appreciated. But they’re vital to the outcome.
For example, think back to a time you arrived early to a concert. You may have noticed the roadies methodically working to get all the equipment set up and working perfectly. Because of this, the band can just get up on stage, grab their instruments, and put on a great show. The roadies and logistics teams don’t get the attention from all the screaming, raging fans, but they certainly deserve some recognition for the role they play.