The document provides a digital marketing skills benchmark report for PSI-AG based on a talent revolution survey. Key findings include: - PSI-AG's overall digital marketing skills score is 61.35/100. Highest scores are in building strategies and plans, digital content, and testing. Improvement is needed in display media, social media, and digital targeting. - Learning and development score is 48.21/100. Highest ratings are for catering to different learning styles and up-to-date materials. Improvements are needed in ability to build skills and overall effectiveness. - Top learning priorities for the next 12 months are building strategies and plans, mobile web/app, and website.

1. Digital Marketing Skills Report for
PSI-AG
Commissioned by: Run by: Supported by:

2.
About the Talent Revolution and Your Report4
Talent Revolution Survey Results
10 Total Results
12 Key Takeaways for PSI-AG
14 Agency Skills Performance & Importance Scores
15 Performance vs. 2015 Advertiser Importance Scores
16 Learning & Development Scores & Priorities
9
About the Authors & Industry Partners17
Appendix
22 Digital Marketing Skills Scores by Question
30 Learning & Development Scores by Question
31 L&D and Business Success Importance Scores by Skill
32 Respondent Profiles: Roles and Years of Experience
20

3.
About the Talent Revolution and
Your Report

4. Introduction
The Talent Revolution was first launched in the UK and
Germany in 2014 as a partnership between the Google
Digital Academy, The Boston Consulting Group and
education partner The Knowledge Engineers. It is
supported by marketing industry groups IAB, ISBA, The
Marketing Academy, Marketing Society, DMA, IPA in
the UK and BVDW in Germany.
Our objective was to bridge the digital marketing skills gap
and help marketers become the driving force behind
future business success.
The first step in this journey has been the creation of the
Talent Revolution Survey – an online benchmark survey
designed with input from over 30 leading advertisers,
agencies, and marketing experts.
The Talent Revolution Survey has been designed to
measure marketers' assessment of their immediate teams'
skills and the learning & development efforts within their
organization. In addition, marketers were asked which
skills they believe will be more critical to business success
in the next 3 years.
In 2015, marketing departments of large advertisers in the
UK and Germany took part in this study between March
and June. Data collected through representative samples
at each advertiser was analyzed to provide this bespoke
benchmark report.
In 2016, we also opened the survey to SMEs as well as
agencies, to get an even more comprehensive
understanding of the digital marketing industry's current
skill level.
This report at hand has been prepared to summarize your
employees' assessment of digital marketing skills
compared to best practice level.
We hope you find the results useful as you look to
prioritize your digital marketing talent investments.
If you have any questions about the contents of this
report, please contact the Talent Revolution Team!
4

5. Methodology & Key Terms
Methodology An online survey assessing digital marketing
skills and learning & development efforts compared to
best practices. In addition, participants are asked to pick
the 3 most important skills they believe their teams need
to develop in the next 12 months and 5 skills they believe
are critical for business success in the next 3 years.
Digital Marketing Skills Framework The structure
underlying the skills assessment section of the Talent
Revolution Survey (please see exhibit A on page 6 for a
high-level view of this framework).
Best Practice Each question in the survey covers a best
practice. By rating an agency's performance, participants
have assessed how close the agency is to the best practice
level.
Scores There are two types of scores presented in this
report: Skill performance score and skill importance score.
Skill Performance Responses to questions about a
specific skill are aggregated to create that skill's
performance score. All skill performance scores are out of
100.
Skill Importance Survey responses to top 5 business
success priorities scores are aggregated to create these
importance scores.
In this report, each score is aggregated at Agency level, so
individual responses will stay completely anonymous.
Agency Scores are calculated across the Digital Marketing
Skills Framework and aggregated to create the overall
agency (performance / importance) score.
5

6. Exhibit A – Digital Marketing Skills Framework
Talent Revolution Survey focuses on 9 core areas
PLAN
ACT
MEASURE
6

7. In This Benchmark Report, You Will Find
2015 total results A high-level summary of the combined
results of all advertisers who participated in the study in
2015.
Key takeaways for you A high-level summary of the key
messages for your organization.
Agency and Skill Performance A summary pulling
together all the key data that will help you visualize where
your organization stands within total results. Specifically,
you will see
Overall performance results – How your advertiser score
compares to other advertisers
Skills performance vs. best practices – Which skills are close
to best practice levels and which ones have clear gaps to
consider vs. best practices
Importance A summary of how your marketers
responded to the "Please select the 5 skills that will be
most critical to business success in the next 3 years"
question.
Skill Performance vs. 2015 Advertiser Skill Importance
By comparing how advertisers in 2015 rated the
importance of a skill for future business success and how
your employees assess the existing talent, you can
prioritise talent and L&D actions. Please see exhibit B on
page 8 for more details on how to interpret this analysis.
This analysis of performance vs. importance is based on
the importance as reported by advertisers who
participated in the Talent Revolution study in 2015 to
provide an external point of view.
Learning & Development Assessment and Priorities A
summary of how your employees assess your
organization's Learning & Development efforts. In addition,
this section lists the top 3 skills your marketers flagged as
critical to develop in the next 12 months.
7

8. Exhibit B – Skill Performance vs. 2015 Skill Importance
Skill Performance1
2015AdvertiserImportance2
Lower scores Higher scores
HigherLower
Focus
Strategic / Critical Gaps•
Focus disproportionately for
capability building
•
Continue
Invest selectively to maintain•
Alternatively, focus on
breakthrough to stay ahead
•
Stay abreast of new developments•
De-prioritize
Do not invest for development
unless importance shifts over time
•
Buy specialist capability if needed•
Reduce
Redistribute efforts to other higher
importance areas – prioritizing any
'Critical Gap'
•
Small targeted efforts for areas where
importance may shift over time
•
Plotting skill performance vs. importance can help prioritize talent decisions
1. Skill performance scores are aggregated , absolute scores from all participants from a specific agency.
2. 2015 importance scores are calculated as follows: 2015 responses to top 5 most important skills question are scored (most important = 1, second
most important = 0.8 [...] fifth most important = 0.2).
8

9.
Talent Revolution Survey Results

10. 2015 Total Results: Performance & Importance
In 2015, the Talent Revolution Survey reached 1325
marketers from 65 large advertisers across a wide range of
industries including Retail, Consumer Goods, Financial
Services, and TMT.
Performance results
Total digital marketing skills score is 55 out of 100.
Marketers rated their teams closer to best practices on
"Social Media" and "Website" and highlighted significant
gaps in "Mobile Advertising", "Mobile Web & App", "Video",
and "Display Media". The performance chart on the
righthand side provides the total score for each skill area.
Importance results
Marketers highlighted "Build Strategy & Plans", "Marketing
Analytics", "Social Media", "Digital Content", and "Digital
Targeting" as the top 5 skills which are critical to business
success in the next 3 years.
Total Scores by Skill (n=1325)
Performance Importance
10

11. 2015 Total Results: Learning & Development
In 2015, the total L&D performance score was 47.1 (out of
100). While question-level assessments were very similar,
higher scores were seen in Ability to build skills and
knowledge and Building communities of best practice.
Marketers highlighted improvement needs in Overall
effectiveness of L&D and Up-to-date course materials.
Marketers thought the biggest Learning & Development
needs for the next 12 months were in "Build Strategy &
Plans", "Marketing Analytics", and "Metrics &
Measurement".
Learning & Development scores by question (n=1325) L&D Importance Scores (n=1325)
11

12. Key Takeaways for PSI-AG:
Performance & Importance
Your digital marketing skills score is 61.35
Skill Performance
Your marketers rate their immediate teams higher in
"Build Strategy & Plans", "Digital Content", and "Testing"
While highlighting improvement needs in
"Display Media", "Social Media", and "Digital Targeting"
Skill Importance
Your marketers suggest the following skills are critical to
business success in the next 3 years
"Build Strategy & Plans", "Website", and "Digital Targeting"
While advertisers who participated in the study in 2015
listed the following skills as most critical for business
success
"Mobile Web & App", "Marketing Analytics", and "Social
Media"
Skill Performance vs. Importance
Mapping your performance scores with 2015 advertiser
importance for business success scores, we recommend to
prioritize actions in the following areas:
"Social Media", "Digital Targeting", and "Metrics &
Measurement"
12

13. Key Takeaways for PSI-AG:
Learning & Development
Your overall learning & development score is 48.21
Your results by question
Learning & Development scores by question suggest your
marketers rate the following higher
"L&D catering to different styles" and "Up-to-date course
materials"
and would like to see improvements in
"Ability to build skills and knowledge" and "Overall
effectiveness of L&D"
L&D priorities for the next 12 months
Your marketers believe their teams need L&D support in
the next 12 months for
"Build Strategy & Plans", "Mobile Web & App", and
"Website"
13

14. Agency Skills Performance & Importance Scores
Overall Performance
Skill Performance vs. Best Practices
Plan Build Strategy and Plans Enablers
Act Channels Digital Content Digital Targeting
Measure Metrics & Measurments Marketing Analytics Testing
Search Website Display Media Social Media
Video Mobile Advertising Mobile Web & App
Digital
Channels1
Performance score less
than 40
Performance score
between 40 and 70
Performance score
more than 70
Skill Importance Scores1 for PSI-AG
1. Digital Channels performance score is calculated by aggregating performance scores across 7 digital channels. Scores for these channels is shown in the digital channels section above
Note: Total results represent the aggregated results from 65 advertisers
14

15. PSI-AG Relative Skill Performance vs. 2015 Importance
Skill Performance1
2015AdvertiserImportance2
Behind Ahead
HigherLower
1. Skill Performance Scores are aggregated , absolute scores from all participants from PSI-AG.
2. 2015 Advertiser Importance Scores are calculated as follows: Responses to top 5 most important skills question are scored (Most important =1, Second
most important=0.8...Fifth most important=0.2). Advertiser importance score is then calculated as the average of importance score across all respondents.
15

16. Learning & Development Scores & Priorities
Total L&D scores
Top 3 L&D needs – next 12 months
PSI-AG
1. Build Strategy & Plans
2. Mobile Web & App
3. Website
L&D Scores by question
16

17.
About the Authors

18. About the Authors
If you would like to discuss this report, please contact one of the authors:
Shuvo Saha
Director, Google Digital Academy
London
+44 207 346 2979
shuvo@google.com
Shuvo Saha leads the Google Digital Academy, and is
dedicated to building digital capabilities in Google's large
advertising customers
googledigitalacademy.com
Dominic Field
Partner and Managing Director
London
+44 207 753 5353
field.dominic@bcg.com
Dominic Field is a global leader for BCG's Marketing
Practice area, and works extensively to enable leading
companies to embrace digital marketing
www.bcg.com/expertise/capabilities/marketing-
sales/default.aspx
18

19. About Our Industry Partners
To find out more about our industry partners, please contact:
Debbie Morrison debbiem@isba.org.uk isba.org.uk
Joanne Bolger joanne@iabuk.net www.iabuk.net
Sarah Woodley sarah@marketingsociety.com www.marketingsociety.com
Camilla Woodhouse camilla@marketinghalloflegends.co.uk www.themarketingacademy.org.uk
Patrick Mills patrick@ipa.co.uk www.ipa.co.uk
Rachel Aldighieri rachel.aldighieri@dma.org.uk www.dma.org.uk
Rebecca Muenger Rebecca.muenger@floream.com www.floream.com
Barbara Kolocek kolocek@bvdw.org www.bvdw.org
19

20.
Appendix

21. PLAN
1. Skills Scores by Question: Build Strategy & Plans
Question PSI-AG
Total 60.7
Build Strategy & Plans 91.7
Clear Understanding of Consumer
On behalf of our client we connect data from a diverse set of sources on consumers and their activities to build a deeper understanding of them 91.7
On behalf of our client we have a clear and up-to-date map of consumer journey(s) related to my brand or product category 91.7
Our client's consumer journey map(s) capture all online and offline touchpoints 91.7
On behalf of our client we know which digital touch points are the most critical moments for our specific marketing objectives 91.7
Ability to Build and Execute Successful Cross-Channel Plans
On behalf of our client we build successful cross-channel marketing plans based on our understanding of the critical touchpoints 91.7
Our digital content strategy ensures we tailor digital content for the key moments our client's consumer journey 91.7
We translate our client's marketing objectives into a set of actionable metrics 91.7
Data Driven Trade-offs Between Channels
On behalf of our client we use robust ROI models to optimise the marketing mix across all channels (digital and traditional) 91.7
On behalf of our client we allocate resources across digital channels based on a clear understanding of the value and cost of each digital channel 91.7
On behalf of our client we measure the impact of digital advertising based on a robust attribution model 91.7
21

22. PLAN
1. Skills Scores by Question: Enablers
Question PSI-AG
Total 60.7
Enablers 41.7
Senior Leadership
Our senior leaders emphasize the importance of evolving marketing for a digital world 41.7
Our senior leaders empower us to challenge established models 41.7
Our senior leaders have provided resources / investment / shelter for marketing innovations (e.g. testing & nurturing new marketing models) 41.7
Structure & Talent
Our business is able to attract and retain critical digital marketing talent 41.7
We are investing sufficiently in marketing capabilities to embrace changes in the digital space 41.7
Our marketing technology platforms allow us to make the most of our client's consumer data 41.7
22

23. ACT
1. Skills Scores by Question: Digital Channels (1/2)
Question PSI-AG
Channels 50.7
Search 52.1
On behalf of our client we build our keyword strategy on our understanding of what keywords consumers use 41.7
On behalf of our client we optimise paid search based on signals such as device, location, time and re-marketing 70.8
On behalf of our client we continuously measure paid search performance and optimise accordingly 50.0
Our client's paid search advertising budget can be varied according to returns 45.8
Website 43.8
Our client fully understands the role their website plays in the consumer journey (both on and offline) 66.7
Our client's website is designed and optimised to deliver great experience across multiple devices (e.g. desktop, smart phones, tablets) 45.8
We ensure that our client's website is fully search optimised at all times 37.5
Our client's website serves differing consumers needs across different visits effectively 25.0
Display Media 35.4
We fully understand the role that display media plays in our client's consumer journey 37.5
We use a range of data signals (e.g. interests, re-targeting, search, social etc.) to target our client's display ads to the right person at the right time 12.5
We use a range of data signals to tailor our client's display ad content 54.2
On behalf of our client, we buy a significant proportion of our display ads using programmatic and real time bidding technology 37.5
23

24. ACT
1. Skills Scores by Question: Digital Channels (2/2)
Question PSI-AG
Channels 50.7
Mobile Advertising 62.5
Our client's mobile strategy is based on a clear understanding of mobile’s role within the consumer journey 70.8
We effectively use location based data in our client's mobile campaigns 66.7
We use data to effectively attribute the value of mobile and determine the right spend levels 50.0
Mobile Web & App 54.2
Our client's mobile website experience is optimised for how consumers choose to use it 79.2
We fully understand the role apps play in our client's consumer journey 41.7
All the apps our client's build have a clear functionality / purpose that supports their product / service offering 41.7
Social Media 38.5
We fully understand the role social media plays in our client's consumer journey 29.2
We are able to pick the most influential social media platforms to deliver against our client's campaign objectives 37.5
We have created a consistent social media voice for our client's brand(s) across platforms 20.8
We use social media to raise our client's brand awareness through a variety of strategies (e.g. using key influencers, paying for ads) 66.7
Video 68.3
We fully understand the role of video in our client's consumer journey 75.0
We plan across online video and TV together, to deliver our client's campaign objectives 50.0
We are able to pick the most effective video advertising platforms to deliver our client's campaign objectives 79.2
Our client tailors their video creative to fit the consumers' use of the device & digital platform 54.2
We use technology (e.g. hotspots, sequential re-targeting) to keep consumers engaged with our client's brand 83.3
24

25. ACT
1. Skills Scores by Question: Act
Question PSI-AG
Total 60.7
Digital Content 91.7
Content Creation
We consider multiple sources to develop our client's creative content (e.g. create ourselves, co-create with media partners, curate content from
others)
91.7
We optimise and improve our client's content with content analytics (e.g. measuring content quality & audience engagement with clear success
metrics)
91.7
We, as an agency, are actively building content development capabilities (more investment / different ways of working ) 91.7
Our client's video content is designed to work best online 91.7
Content Distribution
We have a media plan designed to ensure our client's content is seen by the right audience 91.7
We use tools & technology (e.g. 'dynamic insertion') to make our client's content relevant to the consumer and where they are in their journey 91.7
Our client's content is optimised to run on all relevant devices and platforms 91.7
25

26. ACT
1. Skills Scores by Question: Act
Question PSI-AG
Total 60.7
Digital Targeting 41.7
We convert our client's ideal consumer segments into targetable profiles based on digital audience data (e.g. behaviour on website, search, social,
video etc.)
41.7
We continuously optimise our client's targeting based on performance throughout the campaign 41.7
We use data gathered in one channel (e.g. video / website / social) to re-market to client's consumers in other channels (e.g. search / display) 25.0
On behalf of our client we maintain ‘one view of the consumer’ across digital devices and platforms 58.3
26

27. MEASURE
1. Skills Scores by Question: Metrics & Measurement
Question PSI-AG
Total 60.7
Metrics & Measurement 50.0
Choosing Right Metrics & Targets
We pick digital metrics that are good proxy for our client's marketing objectives 66.7
Our client's digital campaign targets are informed by best practices and historical benchmarks 33.3
Measure Effectively & Optimise
We are set up to gather metrics from a wide range of channels (e.g. website, search, social & video analytics set up, tagging done, programmatic
buying systems in place)
33.3
We track and optimise our client's campaigns in real-time through on-going measurements 66.7
27

28. MEASURE
1. Skills Scores by Question: Marketing Analytics
Question PSI-AG
Total 60.7
Marketing Analytics 66.7
Access to Data
We consistently conduct in-depth post-campaign analysis for our client across all media channels 50.0
We connect data from all our digital activities to build a deeper understanding of what did / didn’t deliver on our client's marketing objectives 58.3
Derive Insight
We have the right mix of analytical capability and marketing experience to be able to turn data into actionable insight 83.3
Key learnings from our client's post-campaign analysis are fed into the next campaign planning cycle 75.0
28

29. MEASURE
1. Skills Scores by Question: Testing
Question PSI-AG
Total 60.7
Testing 69.8
We design tests to accurately compare the performance of different digital formats and targeting options 54.2
We design tests to accurately compare the performance of different variants of digital content / creative 62.5
We pre-test offline copy in online channels (e.g. TV ads on YouTube) 79.2
We embrace lessons from failed tests and distribute them widely as learning opportunities 83.3
29

30.
2. Learning & Development Scores by Question
Question PSI-AG
Learning & Development 48.2
We have a learning programme which enables me to build the digital knowledge and skills required for me / my role 33.3
Digital marketing training materials are easily available, when I need them 54.2
Digital marketing course materials are up to date with the latest technology trends, new advertising products and solutions 54.2
I can spend enough time to develop my digital marketing capabilities 50.0
We build communities of best practice to help us all build digital knowledge and skills faster 54.2
Learning programme allows for different styles of learning (e.g. classroom, e-learning, on-the-job, with a buddy) 83.3
Overall, I believe we have a very effective and impactful learning and development programme for digital marketing 8.3
30

31. 3. L&D and Business Success Importance Scores by SkillPlanActMeasure
Scores for L&D needs
for the next 12 months1
Scores for most critical skills
for business success in next 3 years2
Digital Skill PSI-AG PSI-AG
Build Strategy & Plans 100.0 100.0
Enablers 0.0 40.0
Digital Channels Total 61.6 49.0
Search 33.0 60.0
Website 100.0 100.0
Display Media 66.0 80.0
Mobile Advertising 33.0 50.0
Mobile Web & App 100.0 0.0
Social Media 66.0 20.0
Video 33.0 30.0
Digital Content 66.0 60.0
Digital Targeting 33.0 80.0
Metrics & Measurement 100.0 80.0
Marketing Analytics 0.0 20.0
Testing 66.0 80.0
1. Thinking about your immediate team, what are the most important 3 capabilities you need to develop this year?
2. When thinking about your organisation over the next 3 years, which of the following digital marketing capabilities will be
most important for your success? (Please pick top 5)
31

32. 4. Respondent Profiles – Roles
Scope of role Level
32

33. 4. Respondent Profiles – Years of Experience
Marketing Experience Digital Marketing Experience
33