从ROI工具到增长引擎：绩效营销的再进化（英文版）-AdobeMMA

AdobeMMA

It'STimetoReframeforstrategicGrowth

contents

co"clusio"

Globalvp,EnterpriseMarketing

over

TestB

Methodology

Thestrategicshortfall

whydoesthisdisconnectexist?Theresearchpointstotwokeyforcesatplay.

Figure3

keyfactorsimpactingbudgetallocation.

AnEvolvingDefinition

Figure4

Howmarketersdefineandtrackperformance.

ROIfocusandoutcome-orientation

75%

Data-drivenaudiencetargetingandpersonalization

74%

Measurabilityanddirectattributions

63%

Buyingapproachandrealtimeautomation

46%

speedresults

38%

26%

cultureofcontinuousexperimentation

CPA(costperAcquisition)

59%

ROAS(ReturnonAdspend

58%

customerretentionrate

49%

Incrementalrevenue

43%

Brandliftmetrics

43%

CLV(customerLifetimevalue)

41%

Accountengagement

31%

23%

channelspecificefficiencyoutcomes

Topbuyinggroupsbyengagement

Analytics:securFinancial

Engagementscorecompletionscore

Figure5

Audienceapproachesbyregion.

NOAM(n-189)EMEA(n=128)JAPAC(n=72)

Retargeting

58%

Geotargeting

57%

First-partydatatargeting

56%

Behavioraltargeting

52%

Lookalikemodeling

46%

Demographictargeting

43%

Third-partyaudiencesegments

42%

cohort-basedtargeting

33%

propensitytargeting

33%

33%

contextualtargeting

Retargeting

Geotargeting

42%

First-partydatatargeting

42%

Behavioraltargeting

44%

Lookalikemodeling

45%

Demographictargeting

47%

Third-partyaudiencesegments

37%

cohort-basedtargeting

46%

propensitytargeting

29%

36%

contextualtargeting

Retargeting

53%

Retargeting

53%

First-partydatatargeting

58%

Behavioraltargeting

58%

Lookalikemodeling

47%

Demographictargeting

Third-partyaudiencesegments

39%

cohort-basedtargeting

43%

propensitytargeting

40%

49%

contextualtargeting

..…anditsmostpersistentpointoffailure.

TheNextFrontier

capability-drivenperformance

Real-timeinsights

04Measurement

Real-timeInsightsandcontentvelocity

Figure7

Biggestchallengesincreativeproduction.

speedofcontentproduction

49%

scalingcreationofpersonalcontent

48%

contentapprovalbottlenecksandlegalcompliance

45%

Maintainingcreativequality

42%

Automatingcreativetesting

37%

creatingon-brandcontent

35%

Martech

MoreTools,Lesssatisfaction

Figure8

Martechstackeffectivenessandtheimpactofintegration.Importanceofconsolidatingperformancemarketingtools.

2

32%

21%

13%

25%

38%

35%

30%

29%

4

56%

36%

27%

41%

ww

Brand-led

performance-led

Cx-led

Hybrid

Topbuyinggroupsbyengagement

Alignment

Analytics:securFinancia

24%Brand

29%

performance

47%

CX

Engagementscorecompletionscore97100%

strategicintegration