XAXIS-2018年营销效果测量成功报告（英文）-2018.12-18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 findings from a global survey of nearly 5,000 senior digital marketing managers across 16 key markets, focusing on how marketers measure the success of their digital media investments and their future priorities. The study highlights the evolving landscape of digital media measurement, emphasizing the shift from traditional metrics to outcome-driven approaches.

Main Viewpoints

• Current Metrics: Marketers globally use a variety of metrics to evaluate digital media spend, with CPA (Cost Per Acquisition) being the most popular. Other widely used metrics include CPCV (Cost Per Completed View), CPC (Cost Per Click), and CTR (Click-Through Rate). The use of these metrics varies significantly by market and industry.

• Measurement Effectiveness: While most marketers (86%) found their current metrics effective, there was notable dissatisfaction in Europe and Latin America. Only 42% of marketers in the U.S., China, and the U.K. found their primary metric to be very effective, whereas 75% of marketers in India did.

• Likelihood of Change: A majority (72%) of marketers expressed a likelihood to change their primary metrics over the next 12-24 months. This was even more pronounced in large advertisers with over $25 million in annual digital spend, with 52% saying they were very likely to change. Marketers in India (92%), China (84%), and Spain (80%) were the most likely to change their metrics.

• Barriers to Change: The primary barrier cited was the embedded nature of current metrics with industry partners, with 16% of respondents indicating this as the main obstacle. Budgetary concerns and internal limitations were also mentioned, but less frequently.

• Difficulty in Evaluation: Over 70% of marketers agreed that evaluating digital media spend has become more difficult in recent years. This was especially true in India (60%), China (42%), and Germany (41%), compared to the global average of 33%.

• Marketing Efforts and Business Outcomes: Marketers strongly believe that aligning digital campaigns with business outcomes is essential. Over 77-81% of respondents agreed that it is important for digital campaigns to directly correlate with business results, and that this alignment positively impacts marketing budgets and provides a competitive advantage.

• Priorities: The top priority for marketers over the next 12 months was increased efficiency (48%), followed by strategy alignment with business objectives (40%) and effective resource allocation (37%). Transparency of campaign performance was the fifth priority (30%). The Travel & Transport and Education industries were particularly focused on efficiency, while Singapore emphasized strategy alignment, and China highlighted brand-safe environments.

• Custom KPIs: Over half (52%) of marketers use custom KPIs to link digital media spend to business results. This percentage increases with higher digital media investment, reaching 79% for those with over $25 million in spend. However, the ease of using custom KPIs was reported as somewhat difficult by many, with 32% finding it very easy and 45% somewhat easy. Smaller markets like Poland (13%), Singapore (12%), and Mexico (9%) were more likely to find it difficult.

• Outcome-Driven Media: Over 86% of marketers globally are aware of and expect to increase investment in outcome-driven media over the next 12-24 months. India (73%), Germany (44%), the U.S. (43%), and China (42%) showed the highest likelihood to increase investment. 79% of marketers globally intend to work with an outcome-driven media partner to achieve their objectives.

Key Information

• Global Reach: The survey included marketers from 16 key global markets, including the U.S., U.K., Germany, India, China, and others.

• Industry Differences: The IT & Telecoms and HR industries were most likely to strongly agree that evaluating digital media spend has become more difficult. The Arts & Culture sector had the highest use of CPA as a primary metric.

• Market Differences: Denmark and Norway were the strongest supporters of CPA, while Italy was the biggest supporter of CPCV.

• Future Trends: Marketers are increasingly looking to outcome-driven media to prove the value of their investments. This shift is driven by the need to align with business objectives, improve efficiency, and demonstrate impact.

• Role of Partners: Marketers are seeking partners that can provide custom KPIs, transparent performance data, and outcome-focused strategies. Those who are willing to invest in talent, data, and technology will gain a competitive advantage.

Conclusion

The study underscores a global trend toward more sophisticated and outcome-focused measurement in digital media. While traditional metrics are still widely used, the demand for more meaningful, tailored, and effective evaluation methods is growing. Marketers, especially in large-scale and fast-growing markets, are actively looking to evolve their approach, with a strong emphasis on efficiency, strategy alignment, and business impact. The ability to demonstrate these outcomes will be crucial for future success in digital marketing.