全球广告业出现了积极的复苏迹象，世界广告主联合会（WFA） 报告 乐观情绪升温，推迟的营销活动重新开始。但由于今年的实际广告支出仍远低于预期，营销人员不得不少花钱多办事，这意味着他们更加依赖于有效的衡量方法。
The need to measure marketing efforts is widely understood, but millions of dollars are still wasted each year when marketers rely on incomplete data to make decisions around cross-media strategies, or invest budgets without knowing whether they are achieving their core objectives. Only one in four CMOs feels confident in effectively measuring ROI, and many still rely on rudimentary metrics such as click-through rates and page views, rather than measuring actual marketing performance and outcomes.
Now, with the pandemic continuing to constrain budgets, there is no room for waste or inefficiency, so marketers urgently need to measure real outcomes to maximize ROI. As discussed in Nielsen’s 投资回报率提高 report, marketers must focus on three key attributes: standardization, holistic measurement and adaptability.
标准化指标和数据
整个广告行业缺乏标准化的衡量标准，导致营销人员根据不同的基准对其工作进行估值--这对于那些试图在多个国家和品牌之间扩大工作规模的营销人员来说尤其令人担忧。真正有效的成果衡量需要规范标准，涵盖营销活动的所有关键要素，如品牌、定价、促销和媒体平台，提供一种通用的衡量语言，让所有广告商和广告代理公司都能从中受益，无论他们身处何地或身处哪个行业。
Marketers that operate in multiple markets will find standardized metrics particularly beneficial as ROI varies greatly around the globe. Our normalized data reveals the global median media ROI is $1.06, but varies significantly by region; from $0.81 in EMEA to $1.32 in APAC. Standardized, scalable metrics throughout the world will allow marketers to compare ROI across markets in a meaningful way, to close coverage gaps by leveraging a normalized dataset and to provide better benchmarking, ultimately enabling seamless, unified global marketing strategies.
整体衡量方法
营销人员必须采取更全面的方法，对电视、数字视频、展示、社交、搜索、印刷、户外和广播进行衡量，以了解每个渠道对整体业务成果的贡献，而不是孤立地分析营销工作。
但渠道并不是唯一需要整体衡量方法的领域。影响广告活动效果的因素有很多，包括品牌规模和增量等长期结构因素，持续时间和文案质量等短期创意因素，以及到达率、频率和广告杂乱度等短期媒体因素。
Marketers need to include all possible campaign effectiveness drivers in their measurement approach to truly understand outcomes and ROI. Nielsen finds that brands that have not done so have an 80% increased average error rate in forecasting ability, which leads to 68% misattributed ROI: brands don’t know what is actually driving sales!
优化支出的适应性
在当前环境下，营销人员仅仅了解广告策略使用后的预算执行情况，并利用这种洞察力来证明其有效性是不够的。他们需要灵活运用结果指标来优化营销活动，最大限度地提高投资回报率。
通过使用结果数据在飞行过程中调整营销活动，而不是在营销活动结束后等待绩效指标，营销人员可以让他们的预算在所有渠道和地区发挥更大作用。我们的数据显示，利用标准化指标优化营销活动的品牌，其跨媒体投资的效果可比仅依靠市场感知或直觉影响媒体分配的品牌提高 70%。有效的效果衡量使广告主和广告代理公司能够在媒体价值链的一致性、透明度和协作性方面快速行动，最大限度地利用广告活动中的每一笔广告费用。
虽然营销人员目前表现出的谨慎乐观非常值得欢迎，而且广告支出也有可能逐步增加，但在可预见的未来，广告业的预算仍将十分有限。因此，营销人员比以往任何时候都更有必要衡量其工作的实际成果，利用全球统一的标准化指标，采取包括销售影响因素和媒体渠道在内的整体方法，并利用对成果的洞察力在飞行过程中灵活调整营销活动，实现最大的投资回报率。
This article originally appeared on warc.com.
