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Ditch 'vanity metrics', marketers told

News, 17 December 2015

ASIA: Digital marketers in Asia-Pacific need to move away from a reliance on "vanity metrics", such as likes and views, and focus instead on measuring the effect of their campaigns on business results, a leading industry figure has said.

Liz Miller, senior vice president of marketing at CMO Council, referred to the Adobe Asia-Pacific Digital Marketing Performance Dashboard 2015, a study produced in collaboration with CMO Council and based on quantitative surveys with more than 900 marketers across the region.

This had shown the proportion of marketers using data primarily as a campaign KPI reporting tool had increased from 36% to 41% over the past year.

Speaking to Exchange Wire, Miller said these figures highlighted a "disjuncture between marketing impact and revenue and business-goal metrics".

She suggested this was partly a consequence of a failure to use available data properly. "Marketing performance measurement needs a makeover," she declared. "And it needs to tie back to both marketing goals and mandates, as well as business goals and mandates."

But she also argued that most organisations remain product-centric and need to shift to put the customer at the centre of business culture and decision making.

Achieving these cultural shifts would not be a straightforward process, Miller added, and would require a central voice to champion them.

"That voice should be the voice of the CMO," she stated. "Marketers must master the ability to translate brand into business, clearly reporting on how experiences drive revenue."

Across the region some countries are performing better than others in digital marketing, with Australia the clear leader – excelling at both content creation and creative strategy, as well as customer engagement and data sophistication.

"There is a great sense of digital confidence and achievement in both Australia and India," Miller reported; the Adobe study found that 42% of marketers in India, and 35% in Australia, believed they were highly evolved and were confident in their capabilities.

That was not the case in South Korea or China, however, as 51% in China felt they were either in need of improvement or lagging behind the market in digital, while 45% in South Korea believed the same.

Data sourced from Exchange Wire; additional content by Warc staff