Staff Reporters
Oct 10, 2018

Proving ROI, measurement biggest problems for APAC marketers: Kantar

TOP OF THE CHARTS: New study finds marketers are too focused on short-term sales.

Kantar has released its fifth Getting Media Right’ report, in which it found that marketers in Asia-Pacific are struggling to integrate data into their strategy, among a range of other issues.

Just 10% of surveyed APAC marketers said they could confidently integrate data and extract meaningful insights, compared to 18% in North America. Additionally, 43% said they were still using ROI measurements based mainly on short-term sales, despite 81% agreeing that the best ROI approach...

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