360F and Singapore Management University announce research collaboration in Marketing Analytics.
360F, the trailblazer behind the behavioral finance-driven wealth advisory application with predictive capabilities, and Singapore Management University (SMU), ranked amongst the world’s best universities for business education and internationally recognized for its world-class research, are proud to announce a research partnership today. The co-operation will focus on understanding marketing analytics in financial services. The co-operation is expected to contribute to academia research and 360F’s capabilities in leads management.
The co-operation leverages 360F’s competency in designing and developing lead profiling applications and SMU’s world-class research capabilities, specifically in marketing analytics. In marketing analytics, practitioners and scholars use a wide range of statistical and analytical models to better understand and quantify the benefits and costs of different marketing strategies, with the aim of driving better business decisions.
“We are happy to enter into this partnership with 360F. The collaboration will allow us to conduct top-notch academic research with high business relevance”, said Assistant Professor of Marketing Ernst Osinga at the SMU Lee Kong Chian School of Business (LKCSB). He added, “This collaboration aligns well with SMU’s focus on business analytics as illustrated in the Marketing Analytics track offered as part of LKCSB’s Bachelor of Business Management – Marketing Major, as well as the PhD in Business (Marketing) programme.”
“In wealth advisory, the high distribution cost is largely due to ineffective lead conversion and weak client engagement,” 360F CEO Michael Gerber noted. “360F’s lead profiling capabilities offer deep insights into individuals’ motivations and risk behavior, raising sales effectiveness and service quality for financial institutions. The research co-operation with SMU will evolve 360F’s capabilities to engage the end clients during the advisory process, while adhering to the highest ethical standards.”