衡量成功_2018年成果媒体报告（英文版）_18页_3mb

Summary of MEASURING SUCCESS: A Global Study of How Marketers Prove the Value of Their Digital Media Investments

Core Content

This report presents the findings of a global survey conducted in 2018 by Xaxis, in partnership with Censuswide, involving 4,798 Senior Digital Marketing Managers across 16 key markets. The study explores how marketers currently measure the success of their digital media investments and identifies their evolving priorities and challenges in the next 12–24 months.

The report is structured into several key sections:

• Introduction: Highlights the industry's desire to move beyond traditional metrics to better understand the impact of digital media investments.
• Methodology: Describes the survey process, including its scope, timing, and sample demographics.
• Executive Summary: Summarizes the main findings, including the most-used metrics, effectiveness of current metrics, likelihood of change, and the importance of outcome-driven media.
• Sections: Explores the current state of success measurement, barriers to change, increased difficulty in evaluating media spend, marketing efforts and business progress, and the role of custom KPIs and outcome-driven media partners.

Main Findings

1. Success Measurement Today

• The most commonly used metrics globally are CPA, CPCV, CPC, and CTR.
• CPA is the most popular, with 20% of respondents using it as their primary metric.
• In e-commerce-focused sectors like Arts & Culture, over 27% of respondents cited CPA as their chief success metric.
• In Legal and HR sectors, CTR was more prevalent, with 32% and 42% respectively.
• Denmark and Norway showed the strongest support for CPA, while Italy was the biggest supporter of CPCV.

2. Measurement Effectiveness

• 42% of marketers found their current metrics to be very effective, and 44% found them somewhat effective.
• IT & Telecoms marketers were the most likely to find their metrics very effective (42%).
• Retail, Catering, & Leisure marketers were 20 percentage points lower in effectiveness (22%).
• India had the highest satisfaction with current metrics (75% found them very effective), while Latin America and Europe were the least satisfied (23%).

3. Likelihood of Change

• 72% of marketers are likely to change their primary metrics in the next 12–24 months.
• Marketers with annual digital media investments over $25 million are the most likely to change (52% very likely).
• India (92%), China (84%), and Spain (80%) were the most likely to change, significantly above the global average of 63%.

4. Barriers to Change

• 24% of marketers were more or less satisfied with their current metrics.
• 17% cited budgetary concerns, 16% said metrics were too embedded with partners and the industry, and 14% mentioned internal challenges.
• Marketers with large budgets were more likely to cite external dependency as the main barrier to change.

5. Increased Difficulty in Evaluating Media Spend

• 77%–81% of respondents agreed that evaluating digital media spend has become more difficult over the past five years.
• IT & Telecoms and HR marketers were most likely to strongly agree (42%).
• India had the highest level of agreement (60%), followed by China (42%), Germany (41%), and the global average (33%).

6. Marketing Efforts and Business Progress

• Marketers across the board emphasized the need to correlate marketing efforts with business outcomes.
• 77% of marketers said they analyze all media activity in-house.
• 64% agreed that they rely on external partners to develop custom metrics and KPIs.

7. Priorities for Digital Media Investment

• The top priority for marketers was increased efficiency, cited by 48%.
• 40% prioritized demonstrating alignment with business objectives.
• 37% emphasized effective resource allocation.
• Transparency of campaign performance was the fifth-ranked priority (30%).
• Travel & Transport and Education industries showed the strongest preference for increased efficiency (57%).
• Singapore prioritized strategy alignment more than the global average (60% vs. 40%).

8. Custom KPIs

• 52% of marketers use custom KPIs to link digital media spend to business results.
• The use of custom KPIs increases with higher media budgets, from 29% for those with less than $10 million in spend to 79% for those with over $25 million.
• 32% found it very easy to use custom KPIs, and 45% found it somewhat easy.
• Marketers in smaller markets like Poland (13%), Singapore (12%), and Mexico (9%) found it more difficult to use custom KPIs.

9. Outcome-Driven Media

• 86% of marketers expect to increase investment in outcome-driven media over the next 12–24 months.
• 79% of marketers said they would seek to work with outcome-driven media partners.
• India (73%), Germany (44%), U.S. (43%), and China (42%) were the most likely to increase investment in outcome-driven media.
• India, Spain, and Singapore showed the highest likelihood to seek outcome-driven media partners.

Key Insights

• Marketers globally are aware of and interested in outcome-driven media.
• There is a clear desire to move beyond traditional metrics to better demonstrate the value of digital investments.
• Custom KPIs are increasingly used, especially by larger advertisers with higher budgets.
• Industry inertia and external dependency are major barriers to change, particularly for large advertisers.
• India stands out for its high engagement with outcome-driven media and custom KPIs, reflecting its fast-growing digital market.

Conclusion

The study underscores a global shift in how marketers evaluate digital media success. While traditional metrics like CPA and CTR are still widely used, the demand for outcome-driven measurement is growing. Marketers are seeking more sophisticated, tailored metrics and partners that can deliver measurable results. This shift highlights the importance of data, technology, and strategic alignment in proving the value of digital media investments.