Companies in all sectors have long used statistical techniques to better understand client behaviour and then tailor their marketing efforts accordingly. This is good practice, as the more you know about your customers the more effectively you will be able to sell to them. But fund marketing is lagging behind in this regard, as both prospective and existing investors tend to be grouped according to their attitude to risk. Although this is important information, it is a very broad grouping and is too generalised to deliver a truly personalised marketing service. For that, you need to dig deeper – and find out about a person’s preferences across a range of factors, not just risk.
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