Saika Co., Ltd. conducted its own advertising research and research report, “Survey Survey 2020 Edition on Advertising Effectiveness Measurement Methods Asked to 212 Corporate Advertising Personnel” and announced the results.
This survey revealed that there is a strong need for cross-disciplinary analysis methods to measure the effectiveness of advertising, and that “lack of manpower” and “lack of analysis knowledge” are issues in actually implementing such methods. Ta.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
There is a high need for advanced analytical methods, but they are currently not put into practice.
The graph below shows the results of a survey regarding “analytical methods currently used” and “analytical methods that we would like to use in the future” for measuring advertising effectiveness.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
Regarding the analysis method currently used, the most common answer was “judging on the previous year’s basis based on past advertising amount data” at 58.8%. However, when asked about the analysis methods they would like to use in the future, the most popular answer (49.7%) was “quantifying advertising effectiveness using techniques such as statistical models, AI, and machine learning, and simulating optimal budget allocation.”
From here, we can see that although we would like to measure effects using advanced analytical methods, we are currently unable to do so.
A comparison with the 2018 and 2019 surveys is summarized in the graph below.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
Regarding “currently used analysis methods,” the percentage of “quantifying advertising effectiveness using techniques such as statistical models, AI, and machine learning, and simulating optimal budget allocation” is low. However, it can be seen that it has increased from 2018 to 2020.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
Regarding “Analysis methods that you would like to use in the future,” it can be seen that the need for “quantification of advertising effectiveness using techniques such as statistical models, AI, and machine learning, and simulation of optimal budget allocation” is increasing year by year. .
In the future, it is expected that the expansion of “quantification of advertising effectiveness and simulation of optimal budget allocation using technologies such as statistical models, AI, and machine learning” will continue in terms of both practice and needs.
There is a high need for cross-disciplinary and integrated analysis
Next, we investigated the analyzes we are currently working on and the analyzes we would like to work on in the future, and the graph below shows the results.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
Regarding analysis that they would like to work on in the future, 36.8% said they would like to “comprehensively analyze internet advertising and offline advertising as well as external influencing factors,” and 36.8% said “integrative analysis of internet advertising and offline advertising across domains.” 36.8% were in the top position.
However, when it comes to analysis they are currently working on, “Analysis of internet advertising/offline advertising by area” ranked highest at 44.3%.
Regarding analysis, although there is a growing need for cross-disciplinary and integrated analysis, it has become clear that this is currently not being put into practice.
As for the analysis, take a look at the graph comparing it with past survey results.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
At the same time as the need for cross-disciplinary and integrated analysis is increasing, the percentage of respondents who answered, “There is no analysis that I would like to work on in the future” is decreasing, indicating that there is a need for the spread and sophistication of analysis.
Challenges in tackling analysis are “lack of manpower” and “lack of knowledge about analysis”
The graph below shows the results of a survey regarding the challenges faced in conducting analysis.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement
The top results were “lack of manpower” at 52.4%, “difficult to collect data” at 47.6%, and “insufficient analysis knowledge” at 31.0%.
“Not enough manpower” and “Not enough knowledge about analysis” have been the most frequently cited responses over the past three years, indicating that there is a need for solutions that support securing marketing talent and supplementing data analysis know-how.
In a survey of reasons why integrated analysis should be conducted, “to understand the return on investment of each advertising strategy cross-sectionally” was ranked highest for the third year in a row.
Reference source:
Questionnaire survey conducted by corporate advertising staff regarding the effectiveness of advertising effectiveness measurement