Overwhelmed by Data? 6 Steps to an Easier Financial Marketing Future
Posted May 19, 2021 by Rachel Totten
Investment marketers have more data than they are able to use or manage in today’s digital environment. Most of them, 95%, are using some form of automation to help the data processes, yet only 25% say they have a good data process. This is concerning, but not all that surprising. Between all the different data types and sources and all the technologies available to manage them, marketers are left with a collection of old and new systems that don’t talk to each other. So, the answer to the data problem is not adopting new tools; It is generating a well-thought-out plan to enable long-term success. Jan Choy, VP of Data Analytics for Evalueserve, says, “Moving to a robust data analytics process is a journey; it doesn’t happen all at once, but you can make quick wins in just a few months.”
Jan outlined 6 steps to an easier financial marketing future:
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1. Start measuring and reporting.
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2. Manage campaigns.
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3. Develop a 360-degree view of clients.
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4. Measure attribution.
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5. Enhance the overall client journey.
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6. Reverse-engineer client journeys.
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