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Brand Campaigns that Stand Up to CFO Scrutiny

Brand Campaigns that Stand Up to CFO Scrutiny

Table of Contents

The need to justify advertising investments is hardly unique to Financial Services marketers, but many in the vertical face an added degree of difficulty in doing so stemming from the natural inability to draw direct lines from those investments to company revenue and/or AUM.

But the need to use proxy metrics does not mean financial marketers are left with only easily-gamed vanity metrics when correlating between media activity and ultimate goals.

Effective paid media campaigns are great, but without strong frameworks and performance indicators around which success is reported to internal stakeholders, marketing’s contribution to goals risks being overlooked.

This challenge is the basis for the below presentation AdNode CEO Mike Rodov gave to attendees of Gramercy Institute’s 2025 Financial Marketers Forum:

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