ETF marketers can measure impressions, clicks, traffic, and engagement.
But eventually, someone asks the harder question:
What happened to the ETF?
Did AUM grow? Did creations increase? Did trading activity change? And can any of that reasonably be connected to the marketing?
In ETF Marketing Attribution: Connecting Campaigns to AUM and Fund Flows, Mike Liwski speaks with Dan Bloch, Product Owner and Analytics Lead working with Arro Financial Communications, about how ETF marketers can bring marketing activity, website behavior, and fund-level data closer together — without pretending there is a perfect closed-loop attribution model.
Dan brings more than 20 years of experience across product management, analytics, operations, research, and technical project management, with a focus on turning complex information into systems that support better decisions.
They discuss:
• Why ETF attribution is fundamentally different from ecommerce
• Which marketing, website, and fund signals belong in the same view
• Why AUM alone may not tell the full story
• How creations, redemptions, trading volume, and market movement add context
• Where correlation ends and causation claims begin
• How BI can help marketers decide where to scale, test, reduce, or stop spend
Perfect attribution may not be the goal. Better decisions are.
The opportunity is to connect more of the signals, understand where the evidence is stronger or weaker, and make smarter choices about where the next marketing dollar should go.
BLISS stands for Build Love Into Scalable Systems. Brought to you by Zero Company Performance Marketing.
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