New York, (September 10, 2008) – Using more sophisticated segmentation strategies will enhance asset manager profitability, according to a new study by kasina, a leading asset management consulting firm. The study, Service by Segmentation: Matching Service to Advisors, examines ways that firms can use existing data to sell and market more efficiently.
To maximize the value of each advisor touch, firms should utilize segmentation techniques to customize the way they service advisors. Not only will a refined segmentation model improve traditional marketing and communications efforts, but it will also empower asset managers to:
- Develop and sell products for specific advisor audiences
- Refocus National Accounts to achieve better platform placement
- Structure sales forces for more efficient production
In the past decade, many asset managers employed rudimentary segmentation methods, only to see little measurable impact on sales in the end. For better results, “Service by Segmentation” argues firms should adopt a more sophisticated model of advisor-based segmentation that takes a broader, more holistic view into account.
The model focuses on strategies to use existing data in more creative, resourceful ways. “In our research, we found many firms stuck in analysis-paralysis,” says Anu Heda, Senior Managing Consultant at kasina. For instance, firms can reduce the paralysis effect by using a representative sampling of data to infer broader conclusions about the advisor base as a whole. Data analysis can also be used to assess whether certain sales opportunities are profitable, taking into account all communication costs.
Furthermore, the conclusions drawn from segmentation data impact functions beyond marketing, encompassing a broader strategy across all of Distribution, including National Accounts and Sales.
As efficient marketing and distribution become more crucial, firms can use segmentation strategies to ensure resources are driving profit.
Get more information on the full report, “The Service by Segmentation: Matching Service to Advisors.”
kasina’s commitment to innovating distribution in the financial services industry has made it one of the most influential strategy consulting firms in its sector. kasina works with a wide variety of clients from five continents, including firms representing 90% of the U.S.’s total assets under management. An overview of services offered by kasina is available at www.kasina.com.