1. Marke ng Effec veness Diagnos c
Improve Marke ng ROI Op mize Marke ng Spend & Media Mix
According to the 2016 Financial Brand survey, the biggest challenge faced by financial
services marketers is measuring the effec veness of their efforts. Fully 50% struggle to
quan fy the results and impact of their marke ng efforts, and as a result they are unable
to determine the right level of marke ng spending to achieve their organiza ons’ goals.
The vast majority of non-marke ng execu ves surveyed believe marke ng plays a cri cal
role in achieving the organiza on’s strategic objec ves, but they also share a concern about
lack of marke ng ROI insights.
Capital Performance Group has worked with many financial ins tu ons to improve
marke ng effec veness and has developed an assessment process to quickly improve
a financial ins tu on’s ability to measure marke ng’s financial performance.
Marke ng Scorecard Development – Work with Marke ng and other execu ves to
clearly ar culate goals and metrics to define success, including what defines success
for brand-building investments.
Measurement and Repor ng – Evaluate current processes and recommend specific
enhancements to provide the metrics necessary to measure ROI.
Tradi onal and Digital Media A ribu on – Understand your current ability to link
adver sing ac ons with revenue and make specific recommenda ons to enhance
a ribu on; evaluate specific tradi onal and digital media choices in light of your product,
brand, and customer segmenta on objec ves and make recommenda ons to improve
produc vity and op mize your media mix.
Direct Marke ng Produc vity – Examine your current program, including targe ng,
crea ve, and offers. Benchmark exis ng customer cross-sell and new account acquisi on
results to iden fy specific opportuni es. Provide specific recommenda ons for revenue
enhancement.
The assessment takes 6-8 weeks, and clients typically experience first year revenue or cost
savings of 2+ mes CPG’s assessment fee.
For more informa on, please contact:
1331 H Street, NW, Suite 801 . Washington, DC 20005 . phone: 202/337-7870 . info@capitalperform.com . www.capitalperform.com . @CPG_DC
Mark Gibson
508-322-8146
mgibson@capitalperform.com
Mary Beth Sullivan
202-337-7872
msullivan@capitalperform.com