Jackson Kwok
Sep 15, 2017

Is the advertising model broken, or is it just a case of KPI mismatch?

Jackson Kwok of X Social examines how mismatched expectations in KPIs leads to a vicious cycle.

With the Hong Kong economy remaining sluggish, the adspend pie shrinking and market competition becoming more cutthroat, cracks are appearing in an already complex and fragile client-agency relationship. Gone are the days when clients were happy with the work of their advertisingmedia agencies in winning a handful of industry awards or delivering an improvement in brand awareness for them. Owing to the increasingly difficult business environment, advertisers have shifted focus from top- to bottom-funnel measures closely related...

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