The Global 100 Asset Management Marketing Report

The Global 100 Asset Management Marketing report is created by Peregrine Research. Our applied research helps clients gain a data-driven understanding of their strategic challenges.

Benchmark yourself against your peers

Please select two companies to view how they compare against each other across Peregrine’s 10 integrated marketing communications metrics.

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To find out how you can apply Peregrine’s competitor intelligence to your marketing strategy, contact Peregrine’s Head of Analytics: josh.cole@peregrinecommunications.com.

Methodology - A guide to the results

This report focuses on a research group made up of the largest global asset management firms as ranked by AUM. The firms selected were the top 100 independent brands in IPE’s Top 400 Asset Management survey. Firms that were indistinct from a parent brand already included in the research group were excluded from the analysis.

The group is scored, ranked and analyzed from a dataset of over 12,000 data points collected between June and August 2019. It builds on the 7,000 data points already collated by Peregrine in 2018. The firms’ overall scores are made up of their scores across ten distinct IMC categories.

Brand Awareness

1. Brand Awareness

To formulate our “Brand Awareness” score we utilized the average monthly search volume of each brand. Each firm’s score was then weighted against all the other firms analyzed in the Global 100.

Messaging Effectiveness

2. Messaging Effectiveness

Messaging Effectiveness as a metric is intended to show how well each firm is “cutting through” – i.e. increasing the amount of engaged interest it receives over time.

Share of Voice

3. Share of Voice

Share of Voice ranks firms by how much Tier 1 media coverage they achieved relative to their peers in the rest of the industry over the last twelve months.

Media Sentiment

4. Media Sentiment

Peregrine’s Media Sentiment metric assesses the ratio of positive to negative sentiment achieved by each firm in its media coverage. To ensure robustness of results - given the idiosyncrasies of sentiment analysis tools – multiple sentiment tools were used and scores aggregated.

Google Page 1

5. Google Page 1

Our Google Page 1 ranking was scored against a number of criteria designed to indicate how well a firm “owned” the first page of a Google search for its brand search term.

Social Media

6. Social Media

To tabulate each firm’s Social Media score across each the key platforms – LinkedIn, Twitter and YouTube – our framework was created to consider individual core aspects of each firm’s performance for reach, engagement, frequency of posting and quality of content.

Search Engine Optimisation

7. Search Engine Optimisation

Our SEO score was awarded through banding scores based on the percentage of ‘non-branded’ search traffic directed to firms’ domain sites.

Paid Search

8. Paid Search

Paid Search scored firms based on the amount of estimated traffic generated through their paid search campaign.

Paid Media

9. Paid Media

The Paid Media metric was created to analyze the extent to which firms were deploying a paid advertising strategy.

Website Effectiveness

10. Website Effectiveness

Website Effectiveness is a composite score assessing a firm’s website and its ability to retain viewers and successfully direct investors to areas of interest specific to them.

The Global 100 Report

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How the world's largest asset managers perform across their integrated marketing communications.

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