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- Title
Measuring Marketing ROI.
- Authors
Luke, Kristen
- Abstract
The article looks at how financial planners can assess the return on investment (ROI) of their marketing efforts. It says that such assessment is complex, because clients are typically recruited through a combination of different forms of outreach. It offers suggestions for tracking and measuring client recruitment channels using customer relationship management (CRM) systems and/or spreadsheets. Topics include determining a client's lead source, establishing goals and performance indicators, and recognizing sales cycles and time lags in measuring marketing results.
- Subjects
MARKETING of financial planning services; INVESTMENT advisors; RATE of return; DECISION making in marketing; CLIENTS; CUSTOMER relationship management; SALES prospecting; MARKETING
- Publication
Journal of Financial Planning, 2013, Vol 26, Issue 2, p19
- ISSN
1040-3981
- Publication type
Article