Fiona Blades presenting paper on New Metrics to Transform Measurement and Management in Financial Services at MRS Financial Services Research Conference
Fiona Blades talks through how new metrics are empowering financial services marketers to take smarter actions on where to invest, with what messages and in what contexts. New metrics include:
Share of Experience which correlates more strongly with market share than Share of Voice
Engaged Reach measures both the number of people reached by activity and the level of engagement generated.
Marketing Impact Score, one number that isolates the experiences the marketing team is responsible for.