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Gramercy Institute Financial Marketers Survey 2015
Table of contents
Executive Summary
Strategic Importance of Marketing
Gut-Instinct Marketing
CRM Marketing
Media Measurement
Advertising Attribution
3
4
5
7
8
10
11
12
15
Understanding Marketing ROI
Managing Marketing ROI
Managing Marketing ROI
Executive Summary
Madison Logic partnered with the Gramercy Institute to conduct a survey of
over 100 financial professionals to gain insight on the usage and
effectiveness of digital marketing to financial professionals.
The survey was administered and collected through an interactive portal in
both 2012 and 2015.
The results were compiled by the Gramercy Institute and Madison Logic.
Strategic Importance of Marketing Compared to the Past
Question:
In your opinion, is marketing
more strategically important
today to the success of the
financial services firm than
five years ago?
Conclusion:
In both 2012 and 2015, a vast
majority reporting marketing
to be more strategically
important in finance firms
than in the past.
Results:
Use of Gut Instinct in Marketing Decisions
Question:
How often do you estimate your
company uses “gut instinct” in
media strategy decision making?
Conclusion:
The use of gut instinct on media
decisions is predicted to decrease
over the next five years [2012].
20%
22%
38%
13%
7%
55%
33%
10%
1%
1%
Percentage of
respondents
Percentage of
respondents
Results:
Use of Gut Instinct in Marketing Decisions
Question:
How often do you estimate your
company uses “gut instinct” in
media strategy decision making?
Conclusion:
The use of gut instinct on media
decisions has significant declined
between 2012 and 2105 and is
expected to decline even more in
the next five years.
52%
28%
16%
4%
0%
Percentage of
respondents
80%
16%
1%
3%
0%
Percentage of
respondents
Results:
Effectiveness of Connecting CRM Data with Ad Targeting
Question:
How effectively do you feel
your team is connecting CRM
data with
Ad-targeting data?
Question:
Between 2012 and 2105, the
effectiveness of connecting
CRM to targeting data has
improved significantly with
increases in somewhat to very
effectively responses.
Results:
Effectiveness of Use of Information from Media Measurement
Question:
How effectively do you feel your
company uses/will use
information gained from your
media measurement?
Conclusion:
The effectiveness of using
information from media
measurement is expected to
improve significantly over the
next five years [2012].
Results:
Effectiveness of Use of Information from Media Measurement
Question:
How effectively do you feel your
company uses/will use information
gained from your media
measurement?
Conclusion:
The effectiveness of using
information from media
measurement has improved
significantly from 2012 to 2015 and
is expected to improve even more
in the next five years.
Results:
Effectiveness in Attributing Advertising Cause and Effect
Question:
When considering advertising
attribution today, how effectively
can financial marketers connect
cause and effect?
Conclusion:
Overall, financial marketers
believe they are at least
somewhat effective (52%) in
attributing cause and effect to
advertising. Only 19% indicated
they are not making the
attributions effectively.
Results:
Importance of Marketing ROI to Top Management
Question:
How important do you feel
marketing ROI is to your CMO and
CEO?
Conclusion:
As expected, marketing ROI is
important to both the CMO and the
CEO of financial firms. However, it
is very or extremely important
(75%) to CMO compared to CEOs
(22%).
Results:
Managing Marketing ROI
Question:
In your organization, who
manages the tracking of
marketing ROI?
Conclusion:
Marketing departments are
primarily responsible for
tracking marketing ROI and
most evaluation of these
functions are done internally.
Results:
Managing Marketing ROI
Question:
In your company, what
percentage of the marketing ROI
function is analyzed internally?
Conclusion:
Marketing departments are
primarily responsible for
tracking marketing ROI and
most evaluations of these
functions are done internally.
19%
4%
15%
22%
40%
Percentage of
respondents
Results:
Factors Inhibiting Understanding Marketing ROI
Question:
Rank which factors hinder
ROI understanding:
Conclusion:
Measuring the wrong
factors, a lack of internal
expertise and a leadership
culture that undervalues
data analysis are the three
highest ranked inhibiting
factors to understanding
marketing ROI.
Results:
Strategic Importance of Marketing Compared to the Past
Question:
In your opinion, is marketing
more strategically important
today to the success of the
financial services firm than
five years ago?
Conclusion:
In both 2012 and 2015, a vast
majority of respondents
reported marketing to be
more strategically important
in finance firms than in the
past.
Results:
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