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Alternative Market Briefing

Survey shows asset managers struggle with marketing

Tuesday, December 10, 2019

Bailey McCann, Opalesque New York:

Marketing is an increasingly important aspect of the business of asset management, but a new survey from Cutter Associates shows that asset managers are slow to act and haven't fully embraced data capture and marketing automation.

The survey results point to an overall trend of transformation across the landscape as marketers are embracing new forms of communication to better engage with their targets, but a significant amount of work remains. Survey participants report improvement is needed in data quality, completeness, and accuracy. Many marketing organizations are also lacking the tools to integrate and analyze siloed data sets, making strategic and tactical decision-making difficult and inefficient.

"Asset managers spend a lot of time on marketing collateral, but they don't pay as much attention to how it's being used or where it's not connecting," explains Cindy Sealey, CFA, principal, and leader of Cutter Associates' Client Facing Consulting Practice in an interview with Opalesque. "Aspects of marketing automation can play a bigger role here in terms of helping managers understand where interaction is taking place and where it isn't." Respondents report that they are starting to participate in their firm's data governance programs to gain insight into how marketing consumes and produces data. Despite the impact of data on marketing functions, only 36% of surveyed firms have representation in enterprise data govern......................

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