Alphix Trends, a powerful feature within the Alphix Solutions dashboard, offers a streamlined way to visualise and analyse market dynamics across asset classes, strategies and regions. Found under the Insights tab and labelled Market Trends, it empowers users to gain a much better understanding of the impact their advertising activities have on their market position.
What is Alphix Trends?
Alphix Trends aggregates intelligence from fund manager websites and content to display trend movements in a visually intuitive format. It tracks:
- The volume of published content
- The amount of website visits
- The impact of advertising on a manager’s index position
This data can be displayed by region or country, and for specific investment topics such as fixed income, emerging markets or ESG investing.
Demo overview
The demonstration uses several global topic boards, looking at the topics fixed income, asset allocation, active investing, ESG, alternatives, and inflation, volatility & risk. These can be broken down further by region or country to extract more granular insights.
The demo then runs through the different data points available in each topic tile and what insights they provide fund management marketers.
How it works
Taking the example of the fixed income tile:
- Alphix aggregates all content and user interaction relating to fixed income across asset manager platforms
- It then plots the volume of relevant content published over time, and the volume of traffic to these pages
- This can be overlayed with advertising data to see the impact of this activity on traffic volumes
- Turning on the valuation tab shows the replacement value of that traffic (i.e. how much advertising money would need to be spent to bring that amount of traffic to the website)
- Other features of Alphix Trends include competitive benchmarking of this data, a deeper dive into specific geographies, and a closer look at the advertising creatives and messaging of competitors
Interpreting the data
Spikes in content without a corresponding increase in audience engagement might indicate that an asset manager is producing and promoting content that is not currently in vogue in market.
Conversely, if web traffic surges but content volume lags, this might indicate unmet demand and therefore an opportunity for the asset manager to develop content aligned to real-time interest of their target audiences.
Practical applications
- Marketing teams can align editorial calendars to demand signals.
- Distribution teams can tailor outreach around trending topics.
- Executives can assess which areas are gaining traction globally or regionally.
