2023-07-18-Gartner-2023多渠道营销调查-重塑多渠道营销绩效衡量_8页_295kb

报告摘要

Gartner Multichannel Marketing Performance Measurement Insights

Data Snapshot

Found 80% of multichannel marketing leaders struggle with performance measurement metrics and methods.
67% of organizations using a holistic approach vs. 86% using a siloed approach struggle significantly less.

Data Insights

Challenges

Measuring and attributing multichannel marketing effectiveness is difficult due to internal consensus and alignment with business outcomes issues.
The industry evolves rapidly, making measurement tougher.

Key Findings

Approach Matters: Holistic measurement (across all channels) simplifies assessment more than siloed methods.
Metric Types Preferred: Transactional and competitive metrics are most widely used; secondary are engagement/perceptual, pipeline, relationship, and awareness.
Optimal Number: The sweet spot for effective measurement is 3-4 different types of metrics (reporting 61% of these groups meet performance targets).

What You Need to Know

A focus on holistic measurement with 3-4 specific metric types supports better understanding and internal communication about marketing's impact.

Actionable Steps

Simplify KPI identification: Use approaches like ROI or build a strategy around relevant metrics.
Restrict Metrics: Use no more than four types to avoid data overload, ensuring clarity and actionability.
Build Consensus Incrementally: Gradually involve stakeholders, starting internally and moving to finance, over time.

Evidence

From the 2023 Gartner Multichannel Marketing Survey, involving 397 digital marketing leaders in key industries, all with high annual revenue.
These findings suggest the surveyed organizations are representative of larger multichannel enterprises, making insights broadly applicable.

Summary of Recommendations for Action

Adopt a holistic and limited-metric strategy to effectively measure multichannel performance and demonstrate impact, simplifying the path to securing budget and consensus alignment.

展开完整摘要