2018年营销效果测量成功报告.pdf

MEASURING SUCCESSA Global Study of How Marketers Prove the Value of Their Digital Media InvestmentsNnullVnullnullnullnullnullINTRODUCTIONWe 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 12-2nullmonthsnullWhat these nulldings 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 businessnullnullhis helps to explain why an overwhelming manullrity of marketers are aware of and expect to increase their investment in nulloutcome-driven medianullin the coming yearsnull nullhe results show signinullant 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 effortsnull nullhey also suggest that those partners willing to invest talent, data, and technology into delivering the outcomes that brands truly value will gain signinullant advantagenullNicolasBidonGlobalCEO,XaxisnullCONTENTSIntrodunullion nullMethodology nullnullenulltive Summary null1. SUCCESS MEASUREMENT TODAY 6anull The Mostnullsed Metrinull nullbnull Measurement nullfenulliveness nullnull nullkelihood of nullange null2. CHANGE DRIVERS 9anull nullrriers to nullange nullbnull Innulleased Diffinulllty of nullvaluating Media Snullnd nullnull Marketing nullforts and nullsiness Progress nulldnull Priorities null3. CUSTOM KEY PERFORMANCE INDICATORS (KPIS) 14anull nulling nullstom nullIs nullbnull nullnking nullstom nullIs to nullsiness Sunullnulless null4. OUTCOME-DRIVEN MEDIA 16anull nullkelihood to Innullease Investment nullbnull nulling a Partner nullnullrther nulleading nullnullnullMETHODOLOGYnullhe research was conducted between nullptnull1nulland nulltnullnull 201null nullensuswide employs members of the nullrket nullesearch nullciety and abides by the nullnullnull principlesnullnullhe 201nullnulltcome-nulliven nulldia nullrvey was conducted for nullaxis by nullensuswide, a leading market research consultancynull nullhis study was an online, nullantitative survey containing 11 nullestionsnull null null verinulld nullnior nullgital nullrketing nullnagers were polled across 16 markets, includingnullnullited Statesnullited nullngdomGermanyItaly SnullinArgentina AustralianullnadanullinaDenmarkIndiaMenullnulloNorwayPolandSinganullreSwedennullEXECUTIVE SUMMARYnull nullhe most commonly used metrics for evaluating the effectiveness of digital advertising investment globally are nullnull nullnullnull, nullnull and nullnull with signinullant variation across different markets and industriesnullnull nullhe vast manullrity of marketers surveyed null6null found their current metrics to be effective in evaluating the success of their campaigns but those in nullrope and nulltin nullerica were least likely to be satisnulldnullnull nullhe manullrity of respondents null2null said they are likely to change the metrics they use to evaluate success in the near futurenullnullhis was most signinullantly true for marketers at companies investing more than null1 million in digital medianullnull nullgital marketers at large advertisers said the most signinullant barrier to making that change was that current metrics are too embedded with industry partnersnullnull null1nullof marketers agree it has become more difnullult to evaluate the effectiveness of digital media investment in recent years, particularly marketers in the huge and fast-growing markets of nulldia and nullinanullnull nullcreased efnulliency 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 industriesnullnull nullght out of ten marketers agree it is essential for digital campaigns to directly correlate to business results and that the ability to meet business obnullctives has a positive impact on the marketing budgetnull nullhe same proportion agree this correlation gave them a competitive advantagenullnull nullnullof marketers said they analynulle all media activity in-housenullnull nullnull of digital marketers at organinulltions with an annual digital media investment of null5 million or more use custom nullnull to measure successnullnull null6nullof marketers surveyed said they intended to increase their investment in nulloutcome-driven medianullin the next 12-2null months and nullnull said they would seek to work with partners that could help them do sonullSUCCESS MEASUREMENT TODAY1A.THEMOST-USEDMETRICSnull our survey, the most popular metric globally for evaluating digital spend was cost per acnullisition nullnullnull, with 20nullof respondents citing it as their primary metric, followed closely by cost per completed view nullnullnullnull, cost per click nullnullnull, and click-through rate nullnullnull nullsee nullure 1null nullhis was especially true in e-commerce-focused sectors like nullts nullnulllture where more than a nullarter nullnullnullof respondents said nullnullwas their chief success metric, the most in our surveynullnullwever, in sectors where online transactions are less prevalent, other metrics took prioritynullnullor example, only 15nullof those working in the legal sector said nullnullwas their most-used metric, with nullnullciting click-through rate nullnullnull instead nullgure 2nullnullt a market level, nullnmark and nullrway were the strongest supporters of nullnull with null5nulland nullnull respectively, choosing this as their most-used metric for measuring the effectiveness of campaigns nullgure nullnullnullhe biggest supporter of nullnullnull, meanwhile, was nullaly, with null5nullchoosing it as their preferred metricnull0%5%10%15%20%25%30%35%(Click-through rate)CTR CPCV (Cost percompleted view)(Cost per acquisition)CPA CPE(Cost per engagement)CPC(Cost per click)N/A ViewabilityQ1. What method do you use most as a metric to evaluate the success of digital display media spend? (Select one) Legal IT & Telecoms Retail, 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)ViewabilityDENMARK US CHINA UK MEXICOFIGURE 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)35%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)ViewabilityDENMARK US CHINA UK MEXICOFIGURE 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)FIGURE 1nullnullnullnullnullnullnullnull null nullnull nullnullnullnullnullnull nullnullnullnull nullnull nullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnullnull (Snullnullnullnullnull) nullnullnullnullost nullr anullnullisitionnullnullnullnullnullV nullnullost nullr nullomnulleted viewnullnullnullnullnull nullnullst nullr nullinullnullnullnullnullnull nullnullinullnullhrough ratenullnullnullViewabilitynullnullnull nullnullost nullr engagementnullnullnullFIGURE 2nullnull MEASUREMENTEFFECTIVENESSnullcross our survey, marketers said that the metrics they use are either very null2null or somewhat nullnullnulleffective in nullevaluating the success of campaigns against strategic marketing goalsnullnullnullst null said they found them to be somewhat or very ineffective nullgure nullnullnull nullnullelecoms marketers were the most likely to say they found their current primary metric to be very effective, while marketers in nulletail, nulltering, nullnulleisure were a full 20 percentage points lower in their assessmentnullnullgure 5nullnullrketers in nulldia were by far the most likely to say they found their primary metric very effective null5null, signinullantly more than those based in nullrth nullerica nullnullnull nulltin nullerica nullnullnull or nullrope null1nullnullnullrketers in nulltin nullerica and nullrope were the least likely to be pleased with their current metricsnull2null of marketers in those regions said they found their primary metric to be neither ineffective or effective, somewhat ineffective, or very ineffective nullgure 6null51%46%41%41%39%37%36%34%31%IT & Telecoms Sales, Media &MarketingArts & Culture HR Manufacturing &UtilitiesLegal Finance Healthcare Retail, 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 4nullnullHonullnullnullnullnullnullnulldonullonull considnullnullonullnullinullnullnullnullic nullobnullinnullnullalnullnullnnullnullnullsnullcnulls onullcanullainullsanullinsnullsnullanullnullic nullnullnullinnullnullalsnullnullsnullnullnullonnullnullnullnullVnullnullnullnullnullIVnullnullnullSnullnullHAT nullnullnullIVnullnullnullNnullTHnull nullnullnullIVnullINnullnullnullIVnullnullSnullnullHAT INnullnullnullIVnullnullVnullnullINnullnullnullIVnullFIGURE null75%44%37% 37%31%22%41%51%39% 39%1%7%9%15% 15%1%3%2%7% 7%1%5%1% 1% 1%India North America APAC* LATAM EuropeQ2. How effective do you consider your primary metric to be in evaluating the success of campaigns against strategic marketing goals? (Regional comparison - averages)Very effective Somewhat effective Neither effective / ineffectiveSomewhat ineffective Very ineffective*APAC does not incorporate data from IndiaFIGURE 6null1%2%7%18%33%39%Dont knowVery 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%India China Spain Others (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 likely Somewhat likely70%36%23%23%C.nullnullnullHOOD OFCHANGEnullaradoxically, while respondents said they found their current metrics very or somewhat effective, a signinullant manullrity null2null said they were very or somewhat likely to change the primary metrics they used to evaluate success against strategic marketing goals over the next 12-2nullmonths nullgure nullnullnull was those marketers from organinulltions with the largest annual digital spend nullmore than null5 million nullwho were most likely to say they were very likely to changenullnull fact, they were the only manullrity group, with nearly 52nullsaying they were very likely and another 25nullsaying they were somewhat likely to do so nullgure nullnullnullhis might renullct the greater need to prove impact at larger companies, as well as greater ability to resource changenullnullrketers in the two burgeoning markets of nulldia and nullina were the most likely to say they were very or somewhat likely to change their primary metric null2nulland nullnull respectivelynull followed by those in nullain null0nullnullnullhese were well above the average among other countries, which came in at 6null nullgure nullnullFIGURE null17%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 $21-25 More 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 likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikelyFIGURE nullFIGURE 9nullCHANGE DRIVERSA.BARRIERSTOCHANGEWhen we asked marketers globally to identify their main barriers in changing how they evaluate their digital media investments, a plurality nullnullnullsaid they were more or less satisnulld with the current metric they were usingnullnullhe rest chose a wide range of reasons, from budgetary concerns nullnullnullto the fact that metrics are embedded with partners and in the industry null6null, as well as internally nullnullnullnullgure 10nullnullgain, it was the marketers representing the largest media budgets who most said they were more or less satisnulld with existing metrics null2null, even though this is the group also most likely to change their primary metricnullnullhis group cited the biggest barrier to change as being that current metrics are too embedded with external partners and the industry null6null nullgure 11nullnullhis suggests that, for the largest advertisers, industry inertia can best be resolved through concerted efforts by its largest providersnull3%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 1nullFIGURE 112nullB.INCREASEDDIFFICUnullTnullOFEVAnullUATINGMEDIASnullNDnullmanullrity of survey respondents said they agree strongly or somewhat that nullvaluating digital media spend has become more difnullult over the past nulle yearsnullnullgure 12null with null nullnullelecoms marketers and those in null both most likely null2null to strongly agree among the industries in our group nullgure 1null, followed closely by nullegal nullnullnulland nullts nullnulllture nullnullnullnullanwhile, marketers in nulldia were by far the most likely market to strongly agree there is increased difnullulty in measuring digital media null0null, again followed by nullina null2null, then nullrmany null1null, well ahead of the global average nullnullnulland nations such as nullxico and nulloland null0null nullgure 1nullnullFIGURE 14nullnullnullEnullalnullnullnnulldi