attribution

Marketing Attribution for Asset Managers: Why It Breaks and What to Measure

by
The last mile in asset management: a click and a download are visible, then a dashed line to the bank shelf, then the mandate. 57 percent of EU retail fund flow sits behind banks.

Distribution & GTM · The Last Mile Every asset manager I meet wants to prove marketing moves flow. Almost none can, because the flow ends inside a bank shelf they do not own. Here is why attribution breaks, and the four layers you can actually measure. Victor Roodhorst · roodhorst.eu · August 2026 · 7 … Read more

Victor Roodhorst measures how European asset managers show up in AI answers and publishes the AI Share of Voice Index for European Asset Management every quarter. He also works as a Marketing Manager for Allianz Global Investors, dedicated to Allianz Distribution Networks Belgium. Based in Madrid. Works in English, Dutch, French, Spanish and German.