Digital campaigns must directly correlate with business results at a time of increasing difficulty over evaluation, according to the latest research from Xaxis – GroupM's programmatic buying arm. In a survey of 250 brand marketers in the UK, over 80% think it is essential for campaigns to drive a direct correlation with sales. However, nearly three-quarters (70%) believe evaluating digital spend has become more difficult in the past five years.
Agreement was particularly salient over the need for digital campaigns to directly correlate with business results, with nearly half (43%) strongly agreeing. This contrasts with only 1% who strongly disagree...