DIGITAL SATISFACTION INDEX TM
Groundbreaking new research from Performics & Northwestern University
Visit us in Hall 7 | C61-D68 Thanks to our partners
Welcome
Our Speakers Wednesday 14 September
As global CEO of Performics, I’d love to welcome you to dmexco 2016. We’re excited to be part of one of the fastest growing international expos and conferences in digital, during a truly transformational era in digital marketing. Please join us this week as we come together with our clients and partners to discuss digital innovations and trends, and the future of our space. Performics is now Publicis Media’s global performance brand, working as both an agency of record and the performance marketing arm of Publicis Media, across Starcom, Mediavest|Spark, Optimedia|Blue 449 and Zenith. Together with Publicis Media, we’ve curated a comprehensive program at dmexco, focused on helping brands understand consumer intent to create more connected and personalized experiences across paid, owned and earned media. Please stop by the Publicis Media lounge and Performics booth located in Hall 7, stand C61-D68 to meet our teams. And don’t miss seeing our Publicis Media thought leaders on stage. Performics has also recently launched the Intent Lab™, a groundbreaking research partnership with Northwestern University. In this booklet, you can read the highlights of our new Intent Lab study, the Digital Satisfaction Index™ (DSI). The DSI measures consumers’ perceptions of their interactions with brands online. We hope you enjoy! Danke!
2.30
Big Data Advertising: EU in a clash between regulations & innovations Debate Hall Stephan Beringer, Publicis Media
3.45
A (Virtual) Reality for Marketers Debate Hall Lisa Donohue, Starcom
5.40
Innovation, Evolution, Creativity: How much change do we really need? Experience Hall Curt Simon Harlinghausen, AKOM360
Thursday 15 September 10.00
The Content Marketing Pitfall: Does content erase brand awareness? Debate Hall Belinda Rowe, Publicis Media
10.45
Modern Renderings: Blueprints for the future media business Congress Hall Steve King, Publicis Media
11.10
Programmatic TV: It’s just the beginning... Debate Hall Michael Kahn, Performics
11.50
Changing Marketing Agency Landscape Debate Hall Rishad Tobaccowala, Publicis Groupe
1.40
The Battle Field: Walled garden versus open grounds? Debate Hall Benoit Cacheux, Zenith
Michael Kahn
4.10
Chief Executive Officer, Performics Worldwide & Performance Global Practice Lead, Publicis Media 2
The Global Agency: Redefined
Experience Hall Nicole Pruesse, Publicis Media 1
Performics Case Study: Amazon Marketing Challenge AEG wanted to drive sales of its washing machines in Germany. Faced with a fixed advertising budget and fierce competition on Google, Performics Germany needed to be creative. Strategy To invest every Euro as efficiently as possible, we decided to test Amazon’s latest advertising offering. The combination of its wide reach combined with low competition offered great potential to increase sales for AEG. Results
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SALES
62x
About Performics Germany
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Top 3 performance agency with 280 digital experts in Düsseldorf, Berlin & Frankfurt Services Search Engine Advertising · Search Engine Optimization · Amazon Marketing · Paid Social · Performance Display · Programmatic · Data & Analytics Contacts Düsseldorf Christian Kohn +49 211 175 2370 0 info.duesseldorf@performics.de www.performics.de
Berlin Andre Alpar, Markus Koczy & Maik Metzen +49 30 303 643 61 info.berlin@performics.de Visit us in Hall 7 | C61-D68 2
Marketers seek to uncover consumer intent in order to make brand messages meaningful, relevant and revenue-driving. Observing this need in the market, Performics and Northwestern University partnered to create the Intent Lab™, a research unit to find new ways to strengthen brands through a better understanding of consumer intent, how consumer decisions are made and how brand engagement can be improved. The first global initiative from the Intent Lab is the Digital Satisfaction Index.
Introducing the Digital Satisfaction Index™ In today’s world, consumers are flooded with digital brand messages and interactions, some that are enabling and empowering, some that are intrusive and annoying. The Digital Satisfaction Index (DSI) is the new industry standard for understanding how brands can harness the power of digital marketing to make meaningful and relevant connections with consumers. It measures consumer attitudes and perceptions quarterly and provides insights by specific vertical.
Intrusive Annoying Big Brother Irritating Pushy
Digital Satisfaction IndexTM Scale
Relevant Enjoyable Empowering Meaningful Useful
For the first DSI, we analyzed retail, financial services, travel, and household goods verticals in the US and UK. The next round of results will be released in Q4 2016 across additional verticals and new global markets. Read the full report at www.theintentlab.com 3
The DSI: Primary Factors Performics and Northwestern University conducted in-person consumer interviews with over 3000 participants in the United States and United Kingdom. Four key factors of consumer satisfaction were identified: Utility, Privacy, Social and Trust. Each factor was assigned a score on a scale of 1 to 100. The overall DSI score (1–100) represents how satisfied users are with each factor, weighted by the importance of that factor.
Consumer Digital Satisfaction Findings
UK
US
74% 80% vs
UK With a 65.6 overall DSI Score, UK consumers are more satisfied with their digital experiences vs. US consumers (58.4). We can see that UK consumers skewed higher in privacy (level of comfort in information collection) and trust (credibility of information), boosting the UK’s overall DSI Score. This makes sense, as there is a stronger expectation of online privacy in Europe vs. the US, and European regulatory bodies have recently sought to protect this privacy (e.g. UK cookie law requiring opt-in consent). It will be interesting to see how the UK DSI changes with Brexit, as some UK regulations protecting online consumer privacy are tied to EU privacy directives. US The US scored an overall DSI score of 58.4. While US users are relatively satisfied with brand utility (usefulness of sites and apps) and social interactions, concerns and dissatisfaction with privacy and trust lowered the DSI. It is clear that US consumers expect utility, efficiency and convenience, so brands, platforms, apps, and websites that prioritize utility will drive positive consumer digital satisfaction. 4
of consumers are concerned about their online privacy 5
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DSI Differences by Age
DSI Differences by Gender
Digital satisfaction is the lowest among the youngest (18–24) and oldest (64–75 and 75+) age groups. Those in the 55–64 age group (baby boomers) are most satisfied.
Overall, women (60.2 DSI) are more satisfied with their online experiences than men (59.5 DSI). In terms of verticals, women are most satisfied with retail and least satisfied with household. Men are most satisfied with financial services. In particular, we see a significant gender gap in retail satisfaction. This proves that men and women do shop differently, with retailers currently doing a better job at engaging women.
18–24 year-olds are digital natives who don’t remember a world without Twitter or Instagram. They’re accustomed to and comfortable with sharing every aspect of their lives online and they understand that websites and brands are collecting their data. Therefore, not surprisingly, they skewed higher in privacy (45.73)—the level of comfort they have in information being collected about them—than any other age group. However, this youngest age group had issues with satisfaction around utility, which is the usefulness of the site or app to users. Basically, younger users’ expectations are higher and they are harder to please. Sites, apps and brands are striving to move fast enough to keep pace, but—as the DSI data shows—may still be slightly behind for the youngest users. Increasing younger users’ satisfaction around utility should be a key strategy for brands, especially considering the fact that millennials have overtaken baby boomers as the largest generation.
In the US
63%
Women are more satisfied with their online experiences compared to men, especially in the retail category In the UK, women skewed higher in satisfaction around utility than men, whereas in the US their satisfaction is fairly even. And in the US men skewed higher in satisfaction around privacy compared to the UK, where satisfaction is very similar between genders.
of 18-35 year olds use the internet to engage in discussions with others
In the US, men are slightly more satisfied with privacy (comfort in data collection), and women are slightly more satisfied with social (enjoyment in engaging with others online). 8
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DSI Differences by Geography The study showed that UK locations with higher population density—including London, Leeds and Glasgow—tend to have higher digital satisfaction.
< 59 (27) 59. 62 (45) 62. 67 (47) 67. 71 (18) > 71 (3)
Glasgow
Leeds
Digital Satisfaction: Opportunities for Marketers Cater to Intent The ability to make meaningful and relevant connections with consumers hinges on a deep understanding of audience intent, wants, needs and concerns. Understanding your audience’s satisfaction with your digital experiences—with the DSI as a tool—will enable you to better interpret consumer intent, pinpoint how your audience makes decisions and improve brand engagement. One-Size Doesn’t Fit All From geography, to age, to gender, all users have varying intents and varying opinions on how sites and brands are meeting their needs. By more intentionally focusing on what drives consumers’ digital satisfaction, brand, app, platform, and website engagement can be improved. Privacy Matters Most
London
To boost overall DSI scores, US brands should consider policies like cookie opt-in to increase user comfort around personal data collection, especially in verticals like financial services, which must be perceived as trustworthy in order to drive performance.
UK locations with higher population density have higher digital satisfaction Interestingly, in the US, we saw a wide range of digital satisfaction by state. Users reported high digital satisfaction in states like Louisiana (82.5) and New York (79.4). But consumers in states that border highly satisfied states, like Mississippi (62.7) and New Jersey (60.4), reported discontent with brands’ digital messages and interactions. This wide variety proves that digital satisfaction knows no geographical bounds. 14
Focus on Utility Brands are striving to move fast enough in creating useful, engaging sites, apps and experiences. Utility DSI data shows that millennials aren’t fully satisfied with these efforts. As millennials are a critical—and growing—audience, brands must focus on increasing millennial utility DSI. Brands can improve utility by identifying and eradicating user hurdles, fine-tuning landing pages (sign-up, registration, checkout), streamlining experiences and creating performance content to help users better satisfy their needs.
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