Financial services companies are facing many challenges today, including cybercrime, regulation, fintech, and big data / AI. On top of that, cost pressures are tight, including for marketing. That's why understanding what is working (and what isn’t) in an organization's marketing mix has never been more important. Without being able to understand this, it is hard to determine the appropriate investment strategy and get an edge over the competitors.

We often assume the main benefit of marketing is generating new business. However, many financial services companies need to advertise to maintain market share. They look at how advertising drives KPIs such as brand health, customer retention, price sensitivity, and app usage. Quantifying effectiveness across multiple KPIs requires Nested Modeling, and it can reveal far more marketing value than new business alone.

This session introduces Nested Modeling for financial services companies.