Digital marketers in Poland understand the benefits of outcome-driven media (84%) but adoption of customer metrics lags behind other markets.
Xaxis research indicates that 32% of digital brand marketers in Poland do not use custom KPI’s yet 81% see linking campaigns directly to business outcomes such as online and offline sales as essential.
We surveyed Polish marketers responsible for digital media spend and unearthed some real insight into how our industry thinks about digital media success measurements and its priorities over the next 12-24 months.
“It is reassuring to see marketers across Poland are excited about outcome-driven media and are considering more investment in this over the coming months. Implementing custom success metrics that are aligned with business goals instead of relying on proxies will be a key part of this investment if marketers are to achieve their number one priority, increased efficiency in media spend. When marketers use bespoke KPIs they can be sure their marketing strategies are driving the desired outcomes, whether that is boosting brand awareness and perception, or simply increasing sales, making budgets work harder and eliminating wasted spend.”
—Tomasz Kuisz, mPlatform Managing Director, Poland
*The global survey was conducted via an online survey in September 2018 among 4,798 digital brand marketers across global markets: US, UK, Germany, Italy, Spain, Denmark, Sweden, Norway, Poland, Argentina, Canada, Mexico, Australia, China, India, and Singapore.