Evaluating digital spend has become more difficult in the UK

A summary of UK brand marketers views on digital campaigns correlating with business results and the changing difficulty of campaign evaluation.

A summary of UK brand marketers views on digital campaigns correlating with business results and the changing difficulty of campaign evaluation.

Originally posted by WARC | Written by Rob Clapp | November 9, 2018 
  • A full 70% of brand marketers in the UK believe evaluating digital spend has become more difficult in the past five years.
  • Over 80% think it is essential for campaigns to drive a direct correlation with sales.

Digital campaigns must directly correlate with business results at a time of increasing difficulty over evaluation, according to the latest research from Xaxis – GroupM’s programmatic buying arm. In a survey of 250 brand marketers in the UK, over 80% think it is essential for campaigns to drive a direct correlation with sales. However, nearly three-quarters (70%) believe evaluating digital spend has become more difficult in the past five years.

Read the rest of the article at WARC.com