Financial services marketers are being asked to do more, contribute more, and prove their value. But how do you prove value? By not only implementing marketing campaigns, but also measuring their effectiveness.download pdf
Financial institutions are increasingly able to leverage a staggering amount of data about how their account holders behave online and off. In unprecedented detail, marketing teams can see what consumers...
When we asked about measurement in our annual survey, we found that measuring ROMI has reached a near universal adoption rate: 94 percent of financial services marketers are measuring their ROMI, up from 71 percent in 2015. Yet, a majority of respondents are not maximizing their use of data and analytics, despite the fact that 98 percent say they rely on data and metrics to some extent to drive their marketing plans.
Financial marketers find themselves in a good news/bad news situation this year. Marketing budgets are on the rise, which suggests that financial institutions clearly are finding value in marketing. But along with that stronger position come increased expectations and scrutiny.