Measuring the Metrics that Matter in Asset Management Marketing



Gone are the days of anecdotal evidence about whether an event or article was successful or not. Marketers have more data than ever, but to avoid being buried in the deluge they need to find the right data.

Companies need to move beyond “vanity” metrics and find ways of really measuring the return on a piece of content or campaign. What are these and what are the biggest players in the sector doing?

Alignment of sales and marketing requires more detail around content measurement and how it’s being used, but previous methods of measurement such as tracking how many visitors came to a website now seem inadequate.

  • How do you ensure your marketing is in line with business strategy and driving growth?
  • How do you not get bogged down in a swathe of different metrics while tracking what really matters?
  • What are the key KPIs that need to be on every asset management marketer’s dashboard?


Bradley Gamage, Senior Client Partner, Publicis Sapient

Hazel Pitchers, Founder, Merakiting Ltd.

Richard Lander, Director, CityWire Engage

Brian Stewart, Global Head of Consumer Insight, Analytics, and Reporting, AXA Investment Managers Ltd.

Stephen Welch, Managing Director, Realise Unlimited

Chaired by David Cowan, Managing Director, The Financial Services Forum

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