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Jim Marous: Few financial marketers confident in their marketing ROI or customer lifetime value

Jim Marous: Few financial marketers confident in their marketing ROI or customer lifetime value
Few marketers confident in ROI, lifetime value

A recent observation from Jim Marous, publisher at The Financial Brand, highlights that only 9% of financial marketers are very confident in their return on marketing investment.

According to Marous, just 4% feel very confident in customer lifetime value, while 43% do not measure it at all. He also stated that share of wallet and primary financial institution conversion are both driven by lifetime value.

Marous has previously noted that banks have shifted digital platforms from support roles to central components for customer transactions, according to one recent article. In separate research, he reported that 67% of personalization in 2026 financial marketing is focused on audience list selection, based on findings from The Financial Brand. These findings add further context to current concerns about measuring marketing impact in financial services.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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