1LEWIS Global Marketing Engagement Index 2018MARKETING ANALYSIS OF THE WORLDS 300 LARGEST PUBLIC COMPANIES4LEWIS Global Marketing Engagement Index 2018All revolutions happen in retrospect. At the time, it just appears as rapid, piecemeal change. Its only later that you can see it for what it was.The digital revolution started with websites, then algorithms, followed by social, mobile and cloud. Now, we are in the midst of artificial intelligence, machine learning and quantum computing. Consequently, marketing engagement has evolved. Its been like building an orchestra one instrument at a time. Until now, theres been no way of listening to the entire symphony.Thats why we created the LEWIS Marketing Engagement Tracker (LEWIS METTM). For the first time, using our proprietary LEWIS methodology, we can measure the impact of the marketing mix. We can now reveal the performance of many factors across the digital marketing spectrum from websites, paid search copy, and social media, to personalization, analytics, and security. In conversations with many CEOs, CMOs, and senior business leaders, we found that all too often they cannot get a true picture of their marketing mix. Many are unable to benchmark against peers and industry leaders. Most said they receive individual reports on PR, social, email, website, events, and demand generation. No context. Just more silos. There is no place for that anymore. Customers will not accept a disjointed experience.The development of the LEWIS MET provides business leaders and marketers with the information necessary to make changes to their marketing programs. To compare and contrast. To benchmark and evaluate. To enhance and optimize. What fitness devices and “quantified self” did for individual performance enhancements, is what the LEWIS MET does for brands. Deploying the LEWIS MET against the top 300 from “Forbes Global 2000: The Worlds Largest Public Companies” list, we have created the LEWIS Global Marketing Engagement Index. In doing so, we believe it brokers a new era of marketing Quantified Engagement.By providing the ability to measure and manage marketing engagement in a new way, we hope this report contributes towards business leaders and marketers being better able to make their brands the global leaders of tomorrow. Chris LewisCEOLEWISForewordThe LEWIS MET brokers a new era of marketing Quantified Engagement6LEWIS Global Marketing Engagement Index 2018Key findings from the LEWIS Global Marketing Engagement Index TM #1 company in the LEWIS Global Marketing Engagement Index: Microsoft Global Top 10 by location: seven (7) are from America and three (3) from Europe Global Top 10 by sector: five (5) in finance, three (3) are in tech, and two (2) are in FMCG Companies in the Americas have so thoroughly maximized their use of most tools that it only takes one flaw or omission to knock them down the scale APAC companies have far more space to expand their use of digital marketing tools, as the top marketing brand in APAC wouldnt crack the top 50 in the Americas and would just make the top 50 in EMEA Companies around the world are failing to respond to potential customers within 24 hours across a variety of platforms. The Americas has the best average response, and telephone still remains best form of response Despite the spate of high-profile hackings, many large companies still run vulnerable websites. 17% of firms in the Americas still run on HTTP8LEWIS Global Marketing Engagement Index 2018Top 10: GLOBAL12569347810Microsoft comes first in the LEWIS Global Marketing Engagement Index 2018 report. It scores 97.8 on the LEWIS MET - nearly two points higher than the second-placed company, Bank of America. The revitalization of the Microsoft brand under CEO Satya Nadella is one for an MBA case study. Just a few years ago, it was seen as an old-fashioned technology company stuck in the PC era, with many commentators and experts talking about its failure to catch the mobile wave. Yet today the company embodies innovation, modernity, and vision, having made an early move to the cloud. Its praised across the world and, from a marketing engagement perspective, quite rightly. The top seven companies in the LEWIS Global Marketing Engagement Index are all based in the United States, with the other three from Europe. Despite great economic success, especially in China, no APAC company cracked the top 10. In fact, as well discuss later, the top APAC company would place only 48th in EMEA and just 60th in the Americas lists. Five of the top 10 are U.S. financial services firms, while two of the three European companies making the top 10 are FMCG brands in Unilever and Danone respectively. There are three technology brands in the top 10 with Intel (#3) and Accenture (#10) joining Microsoft. All of the top 10 brands have had to rethink their marketing in the face of major customer negativity. Financial services have had to rebuild customer loyalty in the wake of the financial crisis of 2008/9. FMCG brands have had to counter consumer activism against issues including diabetes/obesity, sugar, palm oil, and, most recently, plastic. Meanwhile, technology brands have had to deal with new increased competition, regulation, and global economic uncertainty. All of these brands have overcome these challenges by developing great marketing engagement programs. Marketing Engagement Tracker score and country.97.80United States92.10United States95.90United States90.80United States93.40United States90.80United States90.60United States90.08Ireland90.23UK/Netherlands90.23FranceFive (5) financial services firms in the Global Top 10.9LEWIS Global Marketing Engagement Index 2018Top 10: Americas12569347810The financial services sector dominates the Forbes Global 2000 and the LEWIS Global Marketing Engagement Index Top 10. Many of the top companies on both lists are US-based, so its no surprise to see financial services dominate the Americas Top 10, with tech and telecoms taking the remaining spots. The seven financial services companies have a range of models, from banking to insurance to investment services. As mentioned, the fact these brands, especially Bank of America and Wells Fargo, found a way to rebuild, reconnect, and re-engage customers following the catastrophic fallout from the 2008 financial crash is laudable. They have embraced digital and sought ways to find multiple touchpoints to stay connected. Similarly, AT&T has navigated a severe retrenchment of its market by using online tools to engage with customers. Several factors stood out, both in analyzing the data and collecting it. Across sectors, companies in the Americas region have so thoroughly maximized their use of available marketing tools that even slight deviations can lower the LEWIS MET score and effectiveness. The United States is a leader in this, dominating not just the top 10 but the top 50. The highest ranked Canadian company is at 13th, and the highest ranked Brazilian brand is 37th. Interestingly, Brazils Itaú Unibanco placed 45th on the Forbes Global 2000 list but ranked 105th out of 107 in the LEWIS Global Marketing Engagement Index. There may be changes ahead in the Americas, though, as Googles announcement that it is downgrading the search ranking of companies that dont have HTTPS currently puts 17% of the companies in the Americas list at risk. Despite the well-documented issues of security, do these brands not take it seriously? Marketing Engagement Tracker score and country.97.80United States92.10United States95.90United States90.80United States93.40United States90.80United States90.60United States87.60United States89.00Uniter States87.70United States17% of companies in the Americas list dont have HTTPS. 10LEWIS Global Marketing Engagement Index 2018Top 10: EMEA12569347810Where the Americas list consisted of just financial services and technology brands, the EMEA list is more cross-industry. The top marketers in EMEA not only come from a range of sectors, they have extensive portfolios. The four FMCG companies Unilever, Danone, Nestle, and LOréal all have a wide range of products and consumers. The remaining six brands come from technology/telecoms, pharmaceuticals, automotive, financial services and oil & gas. That said, the overall scores between the Americas and EMEA were very close, with an average score of 72.9 and 71.3 respectively. They both shared similar traits, which was not the case for APAC. The LEWIS MET revealed weaknesses, as well as strengths, that transcended borders. For example, there is an almost universal disregard for 24-hour assistance and organizational schema mark-up, while variable tracking, video content, and security were all weak. EMEA companies did tend to be more invested in back-end engagement, such as tag management, than in other forms of customer-facing engagement, like chat and phone assistance.Marketing Engagement Tracker score and country.90.23UK/Netherlands87.35Switzerland90.23France86.67Switzerland90.08Ireland86.10France85.45Germany84.90UK/Netherlands85.28France85.15SpainFour (4) FMCG companies in the EMEA Top 10.11LEWIS Global Marketing Engagement Index 2018Top 10: APAC12569347810At first glance, APAC presents a conundrum when viewed through the optics of the LEWIS MET. There are three high-scoring financial services companies and the rest are cross-sector, including one manufacturer and one minerals and mining company. While some APAC companies are doing well globally based on the Forbes list, such as Samsung Electronics (#14) and Sony (#86), overall the region is not globally competitive according to the LEWIS MET. For example, the highest scoring APAC company would not crack the Americas top 50 on the LEWIS Global Marketing Engagement Index. There are some influential factors that must be considered, as well as a couple of surprises. APACs most valuable companies include many that are running on government contracts. They dont prioritize marketing and engagement because they dont have to. A further point for Chinese firms is the fact that they rely more on ecommerce than websites. This means their marketing engagement is centered around Weibo, WeChat and ecommerce platforms. This has not been explored in depth in this report, but will be in future versions. Moreover, some of the ways APAC companies use localization does subvert quantitative marketing analysis. Samsung and Sony are within the APAC Top 10, but both are valuable companies that could be expected to fare better in a global comparison. Samsung scores lower because its more about social and apps than website. Sony, on the other hand, is an example of a company that focuses heavily on local websites for each market and hence the site that was analyzed is not a critical sales channel. Interestingly, BHP and Hyundai, whove both suffered from bad publicity in the past few years, outstrip their sector and region in terms of marketing. Marketing Engagement Tracker score and country.74.08Australia69.57Singapore73.91Japan69.47Australia72.79Japan68.67South Korea68.65South Korea64.64Singapore67.58Japan66.44JapanFour (4) Japanese companies in the APAC Top 10.