About us

Financial Marketing Institute

The Financial Marketing Institute provides industry-specific research, analytics, consulting and executive education to financial marketing executives. It is the primary source of industry trends and benchmarks for financial marketers. In addition, the Financial Marketing Institute provides consulting services in Data Modeling & Analytics, Customer Experience Capabilities Assessment & Strategy and in MarTech Capabilities Assessment & Strategy, based on proprietary frameworks and methods.
The Financial Marketing Institute offers a variety of executive education workshops and courses throughout the year to train the next generation of financial marketers. Certifications are currently offered in Customer Experience Innovation, MarTech Strategy and in Digital Marketing of Financial Services.

For more information on the Financial Marketing Institute, please visit FinancialMarketingInstitute.com

Frank Dudley

Founder and President

Frank Dudley is a faculty member at Northwestern University and has developed and authored numerous research studies in collaboration with the ANA, Northwestern and many Fortune 500 firms. In addition to teaching at Northwestern, Frank is also President of The Financial Marketing Institute, which conducts the most comprehensive research on digital marketing and media for the financial services industry in the U.S. Before managing the Financial Marketing Institute, Frank has held the positions of CMO, EVP of Research, Strategic Planning and Analytics for MKTG, Inc. (now part of Dentsu Aegis Network), and Head of Marketing of Guideline/Opinion Research Corporation, as well as the first Director of the Internet Advertising Bureau (IAB). He has also served on the founding C-level management teams of several successful digital startup companies, including Virtusa (EVP, Chief Marketing Officer), IPO in 2007; ZEFER (EVP, Chief Innovation Officer and founded out of the Harvard Business School) sold to NEC in 2002, and Viant (Chief Creative Officer), IPO in 1999.
Frank Dudley is a faculty member at Northwestern University and has developed and authored numerous research studies in collaboration with the ANA, Northwestern and many Fortune 500 firms. In addition to teaching at Northwestern, Frank is also President of The Financial Marketing Institute, which conducts the most comprehensive research on digital marketing and media for the financial services industry in the U.S. Before managing the Financial Marketing Institute, Frank has held the positions of CMO, EVP of Research, Strategic Planning and Analytics for MKTG, Inc. (now part of Dentsu Aegis Network), and Head of Marketing of Guideline/Opinion Research Corporation, as well as the first Director of the Internet Advertising Bureau (IAB). He has also served on the founding C-level management teams of several successful digital startup companies, including Virtusa (EVP, Chief Marketing Officer), IPO in 2007; ZEFER (EVP, Chief Innovation Officer and founded out of the Harvard Business School) sold to NEC in 2002, and Viant (Chief Creative Officer), IPO in 1999.

Vijay Viswanathan

Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications

Vijay Viswanathan is a Lead Analyst for The Financial Marketing Institute and a Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications at Medill, Northwestern University. His research, teaching and consulting work focuses on customer decision making; especially in the realm of branding, pricing, cross-media consumption and social influence. He has used a wide array of methods in his research, ranging from designing and analyzing surveys to developing sophisticated quantitative models to maximize the ROI of various marketing actions and omni-channel strategies. As a Professor, Vijay has been recognized as one of the Top 100 faculty and staff at Northwestern University.
Vijay Viswanathan is a Lead Analyst for The Financial Marketing Institute and a Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications at Medill, Northwestern University. His research, teaching and consulting work focuses on customer decision making; especially in the realm of branding, pricing, cross-media consumption and social influence. He has used a wide array of methods in his research, ranging from designing and analyzing surveys to developing sophisticated quantitative models to maximize the ROI of various marketing actions and omni-channel strategies. As a Professor, Vijay has been recognized as one of the Top 100 faculty and staff at Northwestern University.