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 was a mix of short and long-term measures.
The study surveyed 460 marketers worldwide across brands, media companies and agencies. APAC marketers demonstrated the highest confidence globally—81%—that their companies had the optimal marketing mix, while 70% said they have the right balance between brand building and performance marketing.
“It’s telling that APAC is the least confident region when it comes to integrating data—but with such a variety of channels and consumer behaviours it’s not a surprising,” said Pablo Gomez, APAC head of media for Kantar’s insights division. “However, more can be done to shift optimisation earlier in the process so that marketers are on the front foot when it comes to measuring performance later.”
Only 37% of APAC marketers said they have moved optimisation earlier in their planning, compared to 47% globally. The infographics below reflect the overall global insights in the Kantar study (click to enlarge).
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