What kind of relationship should the marketing and performance measurement staffs within a securities firm have?
This question and the answers it yields have become more relevant and meaningful over the years as these groups have had to have more interactions, says John Matsikas, CFA, CIPM, senior vice president, investment performance at Voya Investment Management, who took part in FTF’s PMA 2018 conference in New York City in early March.
“I think traditionally things have been quite segregated,” Matsikas says. “It used to be the performance measurement group was responsible for making sure all the numbers were calculated and then putting out the information and letting the marketing team sort of have at it. More recently, though, I think it’s been much more important for the performance measurement group to be much more involved in exactly what marketing is trying to accomplish, and be in earlier on the discussion.”
Getting in on the discussion early helps the performance measurement staff look ahead say, “ ‘Okay, we see what you want to do with this data and here’s how we can help. Here’s a better way to show performance and related information. And, you know what, we really can’t do that because maybe it’s not in compliance with GIPS but we can do this,’ ” Matsikas says. “ ‘Lastly, now that we know what you want to do, and we know that you want to do it regularly, we can start to work with the IT folks to establish processes that have more longevity and more continuity in accomplishing longer-term goals.”
Matsikas took part in the “Time for Full Automation” and “Can Performance Measurement Tell a Story?” panel discussions.
(FTF’s Performance Measurement Europe 2018 (PME) conference has been slated for on Thursday, September 27, 2018 in London.)
CREDITS:
Video Production: Janene Knox and William J. Poznanski, Jr.
Interview conducted by: Eugene Grygo, chief content officer, FTF News
Co-Producers: Sarah Hathaway, vice president, Financial Technologies Forum (FTF) and Eugene Grygo
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