Digital marketing, 400% better.
BlackRock lifted advisor engagement and assets with ALPHA-personalized product content, matched to each advisor and the clients it fit.
This pilot leverages every core attribute of the integrated platform: profiling, data integration and harmonization with automated QA, factor risk modeling, optimization, and portfolio construction at scale. Building ALPHA has since made each of these world-class, with major gains in quality, breadth, depth, and credibility over what this pilot required.
Reach the right advisor with the right idea, and prove it moved money.
BlackRock wanted to grow its footprint with financial advisors and deepen existing relationships, using iShares and iThinking content. The pilot ran on the Market76 investor network as a 24-week engagement of roughly a dozen messages, delivered to targeted advisor segments against matched control groups.
The discipline was the point: every campaign was measured against a control set matched for size and demographic makeup, so lift could be attributed rather than assumed. The differential purchasing patterns that emerged are the core Market76 IP.
One record of the network.
Advisors, accounts, holdings, and transactions across the whole investor network become a single record: who holds what, and who moves when.
Model what they want.
Patented preference modeling profiles each advisor and their clients: the needs, constraints, and outcomes that actually drive how they decide.
Pair the idea to the audience.
Factor-grade models match the right product and the right idea to the advisors most likely to act, always against a control set matched for size and makeup.
Make it personal.
Each message goes out tied to that advisor's own clients, so the idea arrives as something to act on today, not as noise.
Watch the money move.
Purchases are observed against control: differential buying, deepened positions, wallet share gained. Every lift is attributed, not assumed.
The loop closes.
Every result feeds back into the profiles and the targeting, so the next campaign is sharper than the last. The system learns.
Measured lift, not attributed guesswork.
Personalized vs thematic
Alignment was the difference — by a wide margin.
Be sure to tell BlackRock they are doing it right: useful information, tied back to client accounts. Good stuff.
My first thought was to print it and distribute it to my team, then I realized they will see it on Market76.
Every ALPHA capability was exercised in one pilot.
Every system, harmonized
The platform adapted to the systems the business and its customers already ran, integrating and harmonizing many kinds of data into one record, so activity could be observed and attributed across the whole network.
Factor-grade targeting
The models that matched advisors to products and read differential purchasing, held to control-group rigor so every lift was measured against a matched set rather than assumed.
Patented preference modeling
Profiles of what each advisor and their clients actually wanted drove which idea reached whom, with each message tied to the specific clients it fit.
The idea, in plain terms
iThinking content explained per advisor, in language they could act on and pass to their teams, so the story a client heard matched what the data actually showed.
One philosophy. Every audience.
Figures from the Market76 × BlackRock advisor pilot. Market76 no longer operates an advisor network; the profiling, integration, factor modeling, and optimization behind this work are now delivered as ALPHA platform technology, for institutions to run on their own networks. Materials summarized with permission.