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XAXIS-2018年网络营销测量成功报告(英文)-2018.12-18页.pdf
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XAXIS 2018 网络营销 测量 成功 报告 英文 2018.12 18
MEASURING SUCCESS A Global Study of How Marketers Prove the Value of Their Digital Media InvestmentsNOVEMBER 2018INTRODUCTIONWe surveyed almost 5,000 marketers responsible for digital media spend across 16 key global markets and unearthed some real insight into how our industry thinks about digital media success measurement and its priorities over the next 12-24 months.What these findings make clear is that,while marketers are comfortable using the straightforward metrics they have today,they hunger for new ways to measure their efforts to understand the real effect their media placements have on their business.This helps to explain why an overwhelming majority of marketers are aware of and expect to increase their investment in outcome-driven media in the coming years.The results show significant variation across territories,industries,and level of digital media investment,but also suggest that marketers across the globe are united in their desire to constantly improve how they understand and demonstrate the value of their efforts.They also suggest that those partners willing to invest talent,data,and technology into delivering the outcomes that brands truly value will gain significant advantage.NicolasBidonGlobalCEO,Xaxis2C O N T E N T SIntroduction 2Methodology 4Executive Summary 5 1.SUCCESS MEASUREMENT TODAY 6a.The Most-Used Metrics 6b.Measurement Effectiveness 7c.Likelihood of Change 8 2.CHANGE DRIVERS 9a.Barriers to Change 9b.Increased Difficulty of Evaluating Media Spend 10c.Marketing Efforts and Business Progress 11d.Priorities 12 3.CUSTOM KEY PERFORMANCE INDICATORS(KPIS)14a.Using Custom KPIs 14b.Linking Custom KPIs to Business Success 15 4.OUTCOME-DRIVEN MEDIA 16a.Likelihood to Increase Investment 16b.Using a Partner 17Further Reading 1834METHODOLOGYThe research was conducted between Sept.14 and Oct.4,2018.Censuswide employs members of the Market Research Society and abides by the ESOMAR principles.The 2018 Outcome-Driven Media Survey was conducted for Xaxis by Censuswide,a leading market research consultancy.This study was an online,quantitative survey containing 11 questions.4,798 verified Senior Digital Marketing Managers were polled across 16 markets,including:United StatesUnited KingdomGermanyItaly SpainArgentina AustraliaCanadaChinaDenmarkIndiaMexicoNorwayPolandSingaporeSweden5EXECUTIVE SUMMARY The most commonly used metrics for evaluating the effectiveness of digital advertising investment globally are CPA,CPCV,CPC,and CTR,with significant variation across different markets and industries.The vast majority of marketers surveyed(86%)found their current metrics to be effective in evaluating the success of their campaigns but those in Europe and Latin America were least likely to be satisfied.The majority of respondents(72%)said they are likely to change the metrics they use to evaluate success in the near future.This was most significantly true for marketers at companies investing more than$21 million in digital media.Digital marketers at large advertisers said the most significant barrier to making that change was that current metrics are too embedded with industry partners.71%of marketers agree it has become more difficult to evaluate the effectiveness of digital media investment in recent years,particularly marketers in the huge and fast-growing markets of India and China.Increased efficiency tops the list of media investment priorities for digital marketers over the next 12 months but strategy alignment,resource allocation,and viewability also feature strongly and there is large variation across different territories and industries.Eight out of ten marketers agree it is essential for digital campaigns to directly correlate to business results and that the ability to meet business objectives has a positive impact on the marketing budget.The same proportion agree this correlation gave them a competitive advantage.77%of marketers said they analyze all media activity in-house.79%of digital marketers at organizations with an annual digital media investment of$25 million or more use custom KPIs to measure success.86%of marketers surveyed said they intended to increase their investment in outcome-driven media in the next 12-24 months and 79%said they would seek to work with partners that could help them do so.SUCCESS MEASUREMENT TODAY1A.THEMOST-USEDMETRICSIn our survey,the most popular metric globally for evaluating digital spend was cost per acquisition(CPA),with 20%of respondents citing it as their primary metric,followed closely by cost per completed view(CPCV),cost per click(CPC),and click-through rate(CTR)(see figure 1).This was especially true in e-commerce-focused sectors like Arts&Culture where more than a quarter(27%)of respondents said CPA was their chief success metric,the most in our survey.However,in sectors where online transactions are less prevalent,other metrics took priority.For example,only 15%of those working in the legal sector said CPA was their most-used metric,with 32%citing click-through rate(CTR)instead(figure 2).At a market level,Denmark and Norway were the strongest supporters of CPA,with 35%and 33%,respectively,choosing this as their most-used metric for measuring the effectiveness of campaigns(figure 3).The biggest supporter of CPCV,meanwhile,was Italy,with 35%choosing it as their preferred metric.0%5%10%15%20%25%30%35%(Click-through rate)CTRCPCV(Cost percompleted view)(Cost per acquisition)CPACPE(Cost per engagement)CPC(Cost per click)N/AViewabilityQ1.What method do you use most as a metric to evaluate the success of digital display media spend?(Select one)LegalIT&TelecomsRetail,Catering&Leisure35%30%25%20%15%10%5%0%CPA(Cost per acquisition)CPCV(Cost per completed view)CPC(Cost per click)CTR(Click-through rate)CPE(Cost per engagement)ViewabilityFIGURE 3Q1:What method do you use most as a metric to evaluate the success of digital display media spend?(Denmark vs.U.S.,China,U.K.,Mexico)DENMARKUSCHINAUKMEXICOFIGURE 1Q1:What method do you use most as a metric to evaluate the success of digital display media spend?(Select one)CPR(Cost per acquisition)20%CPCV (Cost per completed view)19%CPC(Cost per click)19%CTR(Click-through rate)18%Viewability6%CPE(Cost per engagement)14%FIGURE 216B.MEASUREMENTEFFECTIVENESSAcross our survey,marketers said that the metrics they use are either very(42%)or somewhat(44%)effective in“evaluating the success of campaigns against strategic marketing goals.”Just 4%said they found them to be somewhat or very ineffective(figure 4).IT&Telecoms marketers were the most likely to say they found their current primary metric to be very effective,while marketers in Retail,Catering,&Leisure were a full 20 percentage points lower in their assessment.(figure 5).Marketers in India were by far the most likely to say they found their primary metric very effective(75%),significantly more than those based in North America(44%),Latin America(37%),or Europe(31%).Marketers in Latin America and Europe were the least likely to be pleased with their current metrics;23%of marketers in those regions said they found their primary metric to be neither ineffective or effective,somewhat ineffective,or very ineffective(figure 6).51%46%41%41%39%37%36%34%31%IT&TelecomsSales,Media&MarketingArts&CultureHRManufacturing&UtilitiesLegalFinanceHealthcareRetail,Catering&LeisureQ2.How effective do you consider your primary metric to be in evaluating the success of campaigns against strategic marketing goals?(Very effective)FIGURE 4Q2:Howeffectivedoyouconsideryourprimarymetrictobeinevaluatingthesuccessofcampaignsagainststrategicmarketinggoals?(selectone)42%VERY EFFECTIVE44%SOMEWHAT EFFECTIVE10%NEITHER EFFECTIVE/INEFFECTIVE3%SOMEWHAT INEFFECTIVE1%VERY INEFFECTIVEFIGURE 575%44%37%37%31%22%41%51%39%39%1%7%9%15%15%1%3%2%7%7%1%5%1%1%1%IndiaNorth AmericaAPAC*LATAMEuropeQ2.How effective do you consider your primary metric to be in evaluating the success of campaigns against strategic marketing goals?(Regional comparison-averages)Very effectiveSomewhat effectiveNeither effective/ineffectiveSomewhat ineffectiveVery ineffective*APAC does not incorporate data from IndiaFIGURE 671%2%7%18%33%39%Very unlikelySomewhat unlikelyNeither likely nor unlikelyVery likelySomewhat likelyQ3.How likely are you to change the primary metric you use in evaluating the success of campaigns against strategic marketing goals over the next 12-24 months?(Select one)22%47%57%40%0%10%20%30%40%50%60%70%80%90%100%IndiaChinaSpainOthers(Avg.)Q3.How likely are you to change the primary metric you use in evaluating the success of campaigns against strategic marketing goals over the next 12-24 months?(India,China,Spain)Very likelySomewhat likely70%36%23%23%C.LIKELIHOOD OFCHANGEParadoxically,while respondents said they found their current metrics very or somewhat effective,a significant majority(72%)said they were very or somewhat likely to change the primary metrics they used to evaluate success against strategic marketing goals over the next 12-24 months(figure 7).It was those marketers from organizations with the largest annual digital spend more than$25 million who were most likely to say they were very likely to change.In fact,they were the only majority group,with nearly 52%saying they were very likely and another 25%saying they were somewhat likely to do so(figure 8).This might reflect the greater need to prove impact at larger companies,as well as greater ability to resource change.Marketers in the two burgeoning markets of India and China were the most likely to say they were very or somewhat likely to change their primary metric(92%and 84%,respectively),followed by those in Spain(80%).These were well above the average among other countries,which came in at 63%(figure 9).FIGURE 717%25%36%45%52%43%48%39%34%25%24%18%17%12%17%10%8%6%6%3%4%2%2%2%2%$0-10$11-15$16-20$21-25More than$25Q3:How likely are you to change the primary metric you use in evaluating the success of campaigns against strategic marketing goals over the next 12-24 months?(by digital media spend millions)Very likelySomewhat likelyNeither likely nor unlikelySomewhat unlikelyVery unlikelyFIGURE 8FIGURE 98CHANGE DRIVERSA.BARRIERSTOCHANGEWhen we asked marketers globally to identify their main barriers in changing how they evaluate their digital media investments,a plurality(24%)said they were more or less satisfied with the current metric they were using.The rest chose a wide range of reasons,from budgetary concerns(17%)to the fact that metrics are embedded with partners and in the industry(16%),as well as internally(14%)(figure 10).Again,it was the marketers representing the largest media budgets who most said they were more or less satisfied with existing metrics(42%),even though this is the group also most likely to change their primary metric.This group cited the biggest barrier to change as being that current metrics are too embedded with external partners and the industry(16%)(figure 11).This suggests that,for the largest advertisers,industry inertia can best be resolved through concerted efforts by its largest providers.3%6%9%10%14%16%17%24%Lack of buy-in from organizational leadershipThe responsibility lies elsewhere or higher up in my organizationThere would not be a main barrier in changing how we currentlyevaluate digital media spendIm unaware of better alternativesExisting metrics are too embedded internallyExisting metrics are too embedded with external partners andindustryLimited budget and resourcesIm more or less satisfied with the current metric we useQ4.What would be the main barrier in changing how you currently evaluate digital media spend?(Select one)11%16%16%14%9%12%16%18%18%16%21%25%20%25%42%$0-$10,000,000$11,000,000-$15,000,000$16,000,000-$20,000,000$21,000,000-$25,000,000More than$25,000,000Q4.What would be the main barrier in changing how you currently evaluate digital media spend?(by digital media spend)Im more or less satisfied with the current metric we useExisting metrics are too embedded with external partners and industryExisting metrics are too embedded internallyFIGURE 10FIGURE 1129B.INCREASEDDIFFICULTYOFEVALUATINGMEDIASPENDA majority of survey respondents said they agree strongly or somewhat that“Evaluating digital media spend has become more difficult over the past five years”(figure 12),with IT&Telecoms marketers and those in HR both most likely(42%)to strongly agree among the industries in our group(figure 13),followed closely by Legal(39%)and Arts&Culture(38%).Meanwhile,marketers in India were by far the most likely market to strongly agree there is increased difficulty in measuring digital media(60%),again followed by China(42%),then Germany(41%),well ahead of the global average(33%)and nations such as Mexico and Poland(20%)(figure 14).FIGURE 14Q5.1:Evaluatingdigitalmediaspendhasbecomemoredifficultoverthepastfiveyears(stronglyagree,bycountry)India60%China42%Germany41%Mexico20%Poland20%FIGURE 13Q5.1:Evaluatingdigitalmediaspendhasbecomemoredifficultoverthepastfiveyears(byindustry,stronglyagree)IT&TelecomsArts&CultureSales,Media&MarketingEducationLegalFinanceRetail,Catering&LeisureTravel&TransportOtherHRManufacturing&Utilities HealthcareArchitecture,Engineering&Building43%38%30%26%42%30%29%23%39%30%29%22%18%Strongly agree33%Somewhat agree38%Neither agree or disagree16%Somewhat disagree10%Strongly disagree3%FIGURE 12Q5.1:Evaluatingdigitalmediaspendhasbecomemoredifficultoverthepastfiveyears10C.MARKETINGEFFORTSANDBUSINESSPROGRESSBetween 77%and 81%of all survey respondents said they agreed somewhat or strongly with each of the following assertions,most of which indicated a strong preference for correlating marketing with business outcomes:It is essential for digital campaigns to drive a direct correlation with business results(e.g.online and offline sales).Understanding how media meets business objectives allows my organization to have a measurable advantage over competitors.The ability to meet business objectives positively impacts my assigned marketing budget.Existing metrics are a good way to assess the impact of digital media spend.I analyze all media activity in-house.81%80%80%79%77%agreed strongly or somewhat with the statement,“I rely on external partners to develop custom digital metrics and KPIs.”64%A majority of survey respondents said they agree strongly or somewhat that“Evaluating digital media spend has become more difficult over the past five years.”11D.PRIORITIESAsked to name their digital media top priorities for the next 12 months,the top answer by a clear distance chosen by 48%of respondents was“increased efficiency.”That was followed by“the ability to demonstrate that marketing strategy aligns with business objectives”(40%)and“effective allocation resources”(37%)(figure 15).It seems apparent that connecting digital campaign impact with business success is a clear need,and that marketers want to own this process but rely on partners to help provide and make sense of campaign data.Meanwhile,“transparency of campaign per

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