An international study proves that CPC or CTR as metrics, especially in Germany, are increasingly giving way to individual and complex KPIs.
Originally posted on OnlineMarketing.de | November 11, 2018
Almost every marketer in Germany now uses individually adapted KPIs in the digital environment. The result is an international Xaxis study. Media activities should be aligned with business goals, so custom metrics – and more of them – are increasingly being used. Investments in the sector are even expected to increase.
KPIs should be accurate for marketers
Ninety percent of surveyed marketers stated that digital marketing was based on tailor-made KPIs. That is more than in the European comparison (87 percent).
The findings are provided by a study by Xaxis , the Programmatic Media specialist of GroupM. The survey surveyed nearly 5,000 digital marketers in 16 markets in September 2018, including the US, the UK, Germany, China, India, Argentina, etc.Metrics such as Click Through Rate ( CTR ) or Cost Per Click (CPC) are considered obsolete in the context of diversified digital media space. In order to be able to optimally compare the individual business goals with the digital marketing activities, a good two-thirds of decision-makers at marketing companies in Germany (66 percent) even count on more than just an individual metric. Here, too, Germany is a step ahead of Europe (on average 51 percent).
But the development does not stop there. Over the next two years, 80 percent of marketers expect to see more investment in individualized KPIs. In Germany, results-oriented media planning is already established and should continue to expand, the study comments. In fact, nearly three-quarters (72 percent) of respondents believe that media spending and KPIs geared to business goals are a significant competitive advantage.