Measuring Success: The 2018 Italy Outcome Media Report

Aligning marketing strategy with business objectives is a top priority for Italian customers.

Xaxis research finds 86% of Italian marketers believe it is essential to link marketing strategy with business objectives.

We surveyed Italian 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.

“According to this data, there is an excellent opportunity across the Italian market to increase the adoption of custom KPIs to measure the effectiveness of advertising campaigns within a broader business strategy.  This data meets the global developments of Xaxis, which in the last year has created Copilot, an algorithm based on artificial intelligence. This is already integrated by the main global DSPs for the activation of programmatic campaigns, which allows us to create “custom algo” (custom algorithms) according to the results and needs, which differ from customer to customer.”   

— Erik Rosa, Managing Director of Xaxis Italy

*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.