Product Type: Market Research Report
Published by: TowerGroup
Published: September 2005
Product Code: R301-838Description This TowerGroup Research Note examines the role of campaign management in the retail brokerage environment and within the overall marketing effort of the primary market segments of retail brokerage: full service, insurance, bank, and online. Of these, the online broker-dealer segment represents a "green field" of opportunity for campaign management solutions, which are in fact more pervasive in this segment, followed by the bank broker-dealers. Firms with the more traditional distribution model composed of salespeople who prospect, develop, manage, and service customer relationships have yet to employ campaign management solutions and are missing out on its profitable potential. This Note examines the issues of campaign management deployment and opportunity across the four major retail brokerage market segments and highlights some missed opportunities.Table of Contents - TowerGroup Take-Aways
- Report Coverage
- Background
- Exhibit 1: Campaign Management Solutions Scoring Benefit Depicted in a Gains Chart
- Drivers to Adoption of Campaign Management Solutions
- What Is Campaign Management Software?
- Exhibit 2: Campaign Management Solutions Ability to Invoke Multiple Predictive Models
- Brokerage Adoption by Segment
- Exhibit 3: US Broker-Dealer Spending on Campaign Management by Retail Brokerage Segment (2005)
- Full-Service Segment
- Bank Broker-Dealer Segment
- Insurance Broker-Dealer Segment
- Online Broker-Dealer Segment
- Independent Broker-Dealer Segment
- Is Campaign Management a Replacement for CRM?
- Cost and Acceptance
- Data Management
- Opportunity for Vendors
- Exhibit 4: US Broker-Dealer Spending on Campaign Management by Retail Brokerage Segment (2003-08)
- Siloed Marketing
- Sales Development and Reporting
- Return on Investment
- Risk Mitigation
- Customer Communication
- Summary
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