DIGITAL KPIs:
Marketers seek data simplicity
New research from the World Federation
RESPONDENTS of Advertisers (WFA) and Warc has
highlighted the changes that brands face
Senior marketers with global in dealing with the torrent of data being
or regional responsibilities generated by digital channels. Senior marketers
fear they will drown in data and as a result, are
looking for ways to simplify the number of key
performance indicators they monitor.
36%
4%
14%
46%
NEW PLATFORMS
Across your brand portfolio, what is
the average number of digital KPIs
Respondents’ top 5 priorities
you will measure?
for the 12 months to come
60%
1 Mobile marketing
50%
40%
2 E-commerce website
30%
20%
56%
3 Email 10%
24%
0%
12%
8%
4 Facebook
0%
5 Branded online content
<5 5-10 10-15 16-20 <20
DIGITAL KPIs PAID, OWNED
%
MOST TRACKED & EARNED MEDIA
% 41
37
Activity
68%
%
(requests/registrations) Now use a
34
plan to adopt
this language
%
Direct visits/
35
visitors to website to classify
their digital
performance
Clicks
%
30
General brand metrics
(awareness etc)
TOP TIPS
%
44
%
28
Dwell time For setting up a successful online
%
measurement framework:
44
Bounce rate
Avoid KPI silos:
KPIs should be driven
Reach by the brand’s overall
marketing and business
%
32
objectives.
Engagement activity
%
33
Brand loyal metrics
Beware death
No. of conversations by dashboard:
/registrations Carefully Aim for a single
vet your dashboard
social media with real time
tools: not all updates and key
suppliers are measures to
created equal! translate data
The research was based on responses from
25 companies across 11 categories. Respondents into an easy to
had responsibility for approximately US$35 billion use format.
in marketing spend.
About WFA About Warc
WFA is the only global organization Warc provides trends analysis, case
representing the common interests studies and new thinking on brand strategy
of marketers. www.wfanet.org to insights teams in more than 100 countries
worldwide. www.warc.com/trial