MEASURINGSUCCESSAGlobalStudyofHowMarketersProvetheValueofTheirDigitalMediaInvestmentsNOVEMBER2018INTRODUCTIONWesurveyedalmost5,000marketersresponsiblefordigitalmediaspendacross16keyglobalmarketsandunearthedsomerealinsightintohowourindustrythinksaboutdigitalmediasuccessmeasurementanditsprioritiesoverthenext12-24months.Whatthesefindingsmakeclearisthat,whilemarketersarecomfortableusingthestraightforwardmetricstheyhavetoday,theyhungerfornewwaystomeasuretheireffortstounderstandtherealeffecttheirmediaplacementshaveontheirbusiness.Thishelpstoexplainwhyanoverwhelmingmajorityofmarketersareawareofandexpecttoincreasetheirinvestmentin‘outcome-drivenmedia’inthecomingyears.Theresultsshowsignificantvariationacrossterritories,industries,andlevelofdigitalmediainvestment,butalsosuggestthatmarketersacrosstheglobeareunitedintheirdesiretoconstantlyimprovehowtheyunderstandanddemonstratethevalueoftheirefforts.Theyalsosuggestthatthosepartnerswillingtoinvesttalent,data,andtechnologyintodeliveringtheoutcomesthatbrandstrulyvaluewillgainsignificantadvantage.—NicolasBidonGlobalCEO,Xaxis2CONTENTSIntroduction2Methodology4ExecutiveSummary51.SUCCESSMEASUREMENTTODAY6a.TheMost-UsedMetrics6b.MeasurementEffectiveness7c.LikelihoodofChange82.CHANGEDRIVERS9a.BarrierstoChange9b.IncreasedDifficultyofEvaluatingMediaSpend10c.MarketingEffortsandBusinessProgress11d.Priorities123.CUSTOMKEYPERFORMANCEINDICATORS(KPIS)14a.UsingCustomKPIs14b.LinkingCustomKPIstoBusinessSuccess154.OUTCOME-DRIVENMEDIA16a.LikelihoodtoIncreaseInvestment16b.UsingaPartner17FurtherReading1834METHODOLOGYTheresearchwasconductedbetweenSept.14andOct.4,2018.CensuswideemploysmembersoftheMarketResearchSocietyandabidesbytheESOMARprinciples.The2018Outcome-DrivenMediaSurveywasconductedforXaxisbyCensuswide,aleadingmarketresearchconsultancy.Thisstudywasanonline,quantitativesurveycontaining11questions.4,798verifiedSeniorDigitalMarketingManagerswerepolledacross16markets,including:UnitedStatesUnitedKingdomGermanyItalySpainArgentinaAustraliaCanadaChi...
