The inefficacy of competitor spend reporting in asset management advertising budget planning

The asset management industry is highly competitive, with firms continuously vying for the attention and trust of potential clients. Advertising plays a crucial role in this battle for visibility. As such the traditional reliance on competitor spend reporting to guide advertising budget allocation has been key. However, this spend reporting is fraught with challenges. These reports often lack the specificity and real-time accuracy required to make informed decisions in a dynamic market.

This whitepaper lays out the merits of a paradigm shift towards utilising competitor website traffic as a benchmark for advertising budget planning. It highlights the limitations of de facto modelled (and inaccurate) competitor spend-based strategies and presents a data-driven approach to optimise advertising investment by targeting desired traffic volumes.