Tag Archives: Data Management
In a budget-conscious financial services industry, marketing spend is a top concern. That’s why, when we meet new firms looking to invest in automating their factsheet production, one of the first questions marketers ask is, ‘How much will factsheet automation it cost?’. Before digging into their business requirements, our dreaded answer is: It depends. There are many factors to be considered. Firms take many approaches, and one size does NOT fit all.
Among the major dependencies affecting the cost of automating your marketing documents are:
- Complexity of your designs
- Number of templates and variations you have
- Complexity of your data
- Extent of your language requirements
- Amount of flexibility you have with requirements
- Number of documents to be produced
The complexity of your factsheets and flexibility of your firm’s operating model will ultimately determine the cost for automating them during production. To give you a better idea of what this means, let’s look at a few common scenarios. These are actual case studies of companies who have implemented factsheet automation recently with Synthesis and how much it cost them. (more…)
Due to the competitive nature of the financial services industry, content automation has become a strategic priority for many. With a finish line goal to improve scalability, risk management and brand compliance, the race is on to improve marketing and sales operations. The challenge firms face is knowing how to approach content automation. Is it better to build or buy? What are the differences between the leading vendors, and their approaches?
In 2017, we commissioned some research on how asset managers are automating content production. The research found 3 common models: Fully outsourced, DIY, and hybrid. Here’s a brief description of each and the pros and cons.
One of the criteria often overlooked by asset managers during the vendor evaluation process is data management.
The urge to minimize the data problem during these discussions is understandable. Document or website production is the marketing team’s goal. Data aggregation and quality control shouldn’t be part of the marketer’s life, but very frequently it is. This is a challenge that should be addressed clearly and upfront in evaluating document automation options.
In beginning conversations, the first thing we try to find out is how their firm is currently handling data. We do this because data really lies at the heart of the communication problem; the question of how to clean up your communication effort goes hand in hand with the question of how your data process will be addressed. Thus, as you’re defining your document automation requirements, it’s wise to look at your data management scenario. In doing this, you determine whether you have the bandwidth and skills in-house to implement quality data feeds and controls or whether outsourcing is the better or more realistic option.
In this blog, we are going to discuss why your data process should drive your automation vendor decision. There are a variety of different kinds of vendors who can automate your marketing documents. So, you’ll want to determine whether you want a vendor/product that requires internal data source and process management or a vendor who will take responsibility for creating and supporting a quality data process.
If you’re like me, you worry about making marketing mistakes that might reflect negatively on your company’s brand.
Marketing blunders cause embarrassment and negative PR, but they usually blow-over in time. For example, you might recall when Shutterfly sent a “congratulations on your new arrival” email to people who hadn’t recently given birth. It was a data quality issue that caused backlash from their customer base and a lot of negative press. But, everyone eventually moved on.
In financial services, however, marketing blunders are much more serious. When they are due to data errors or inconsistencies, there can be regulatory issues, fines, and liabilities in addition to bad PR. There’s even the risk of losing your job or your license.
Because financial services marketing is driven by enormous amounts of data, the risk of making a reporting mistake is extremely high. Mistakes caused by a lack of data quality can be a huge blow to a firm, causing them to lose credibility with investors and advisers. (more…)