Problem

A top European exchange invested in building a cutting-edge delivery platform for its market data offerings. Senior management believed the delivery system represented a potentially powerful competitive advantage in the market data business—one of the exchange’s most important drivers of profit and growth. For the exchange to realize the full return on that investment, however, senior management knew that clients had to recognize the essential role real-time data was playing in a marketplace increasingly driven by analytics and artificial intelligence (AI).

Before investing further in the platform, the exchange wanted to validate its technology-focused strategy by assessing the extent to which market participants understood and valued seamless, real-time market data delivery. If those results were favorable, the exchange would strengthen its market position by educating a broader market of potential customers about the importance and benefits of next-gen data connectivity and integration, and - critically - to associate the exchange’s brand with best-in-class market data delivery.

Solution

The exchange engaged Coalition Greenwich to ensure it was on the right track strategically, and, if so, to help optimize results. The Coalition Greenwich Market Structure & Technology team created a plan to:
 

• Validate the exchange's technology-based strategy as it relates to market data delivery and consumption
• Confirm what drives market data vendor decisions, types and frequency of data being consumed, and data spending
• Create marketplace awareness of the importance of having multiple market data connectivity options, including cloud and APIs
• Assist the exchange in branding it as a clear market leader in seamless data delivery including real-time data as well as being a thought leader on emerging technologies like Generative AI

Using the firm’s unique access to leading professionals at global buy-side and sell-side firms, Coalition Greenwich conducted interviews with market-data professionals, traders, portfolio managers, and analysts from 67 firms exploring how they use market data, how that data is delivered, and how they think innovations in data delivery will impact key goals like making better investment decisions.

The research revealed both strong demand for enhanced data delivery and a compelling market opportunity for the exchange. For example, research results showed that a sizable chunk of the market was still reliant upon on-premises infrastructure for data transmission, as opposed to the sophisticated, cloud-based, API-driven solutions offered by the exchange. With quantitative data validating the strategy, Coalition Greenwich helped the exchange build awareness of its offerings through a thought leadership program designed to educate the market about the critical role accurate, real-time streaming market data plays in today’s marketplace.

Results

Knowing that quantitative research from Coalition Greenwich had validated the strategy, the exchange felt more confident about its technology-based approach. Partnering with the Market Structure & Technology team, the exchange launched a program of white papers, webinars, conference presentations, and other thought leadership offerings focused on institutions. The campaign was crafted to highlight the importance of real-time data at a time when investment decisions, operational workflows and business results are increasingly driven by data analytics and artificial intelligence.

This targeted campaign was highly successful in increasing awareness among clients and prospects about the benefits and value of the exchange’s data delivery platform, and in positioning the exchange as a leader in streaming market data. Recognizing the direct positive impact the program had on sales, brand building and overall business results, a management committee at the exchange gave the campaign an annual award for most effective marketing initiative.