MFEA 2016: Data-Driven Revenue Programs

The March 2016 Mutual Fund Education Alliance.

Advisors…

Want to feel valued by fund providers and indispensable to their clients
Are increasingly independent and control portfolio recommendations
Seek new insight, but are overwhelmed by the volume of communication
Are more self-directed but appreciate personalized access and service.

Fund Companies are…

Committed to high-touch wholesale model
Offering more tailored resources and actionable content
Launching omni-channel campaigns
Deploying modern marketing technology platforms
Using data and predictive analytics.

This slide presentation reviews strategies for a closed-loop marketing architecture and a 360 degree view of the customer

Data-driven Revenue Programs

This presentation and discussion took place at the MFEA conference in March of 2016. The focus of the discussion was on the use of data in advisor engagement programs and how to integrate a closed-loop marketing architecture.

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“Data drives both predictive analytics and campaign segmentation and messaging. An effective closed-loop marketing architecture integrates data using a centralized data warehouse model.”

– John Stone

The March 2016 Mutual Fund Education Alliance.

Data-driven Revenue Programs

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