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Multichannel Analytics in Wealth Management

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21 May 2014
Bill Fearnley

Abstract

Brokerage firms, private banks, retail banks, and wealth managers are investing in multichannel analytics to make sure they are presenting the most relevant offers to the right customers at the right time and tracking conversions.

In the report Multichannel Analytics in Wealth Management, Celent discusses the major technology and business process issues in multichannel analytics, and how the process is used in wealth management to analyze and improve conversion rates. Conversions include account openings and steps to commitment (e.g., contacting a call center or clicking on a banner ad). Firms want better information to determine what offers are driving the most conversions.

In this report, we examine the three major steps in multichannel analytics: channel attribution, offer development, and optimization and multichannel campaign deployment. Attribution analytics estimate which segments, channels, and offers are driving conversions. This data can also be used in the development of offers and optimization of existing offers. Finally, multichannel campaign management solutions can be the air traffic control systems that schedule, deploy, and monitor the performance of offers. Offers that are performing below expectations can be reduced in favor of other offers.

“For wealth managers, Celent believes multichannel analytics are more important than ever, especially as customers use multiple channels and demand anytime, anywhere access to information and accounts,” says Bill Fearnley, Jr., Senior Analyst with Celent’s Wealth Management group and author of the report. “Technology providers are also increasing their investments in multichannel analytics through acquisitions and investments in tools and staff as they see increased demand.”

In this report, we examine the three major steps in multichannel analytics, highlight the major themes from our discussions with multichannel analytics vendors, and make recommendations for wealth firms building or expanding their multichannel analytics capabilities.

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