APAC Digital Marketing Performance Dashboard

APAC
DIGITAL MARKETING
performance
DASHBOARD 2014
White Paper | September 2014
Copyright CMO Council. All Rights Reserved. 2014
APAC DIGITAL MARKETING PERFORMANCE DASHBOARD TM | WHITE PAPER
CONTENTS
Introduction
Summary of Key Findings
Contributed Commentary From Adobe
11
APAC Digital Marketing Performance Dashboard
13
Dashboard Comparison: 2013 vs. 2014
14
Methodology
15
Affiliate Partners
16
About the CMO Council
16
About Adobe
introduction
Digital is growing at rates that few could have predicted in the early age of the Internet, and nowhere
is this more evident than in the growth of digital engagements and connections across Asia-Pacific.
Estimates indicate that 42 percent of the worlds Internet population resides in Asia. And now,
research from eMarketer shows that in 2014, for the first time, consumers across Asia-Pacific will
spend more on eCommerce purchases than consumers in North America. By 2017, eMarketer predicts
that Asia will not just lead the world in eCommerce spending, but it will actually pull away from the
pack as consumers will spend $1.05 trillion (USD) compared to the $660 billion estimated to be spent
in North America.
This growth is one more step in a digital trend that has been sweeping across Asia-Pacific. From the
soaring adoption of social media to the ever-growing mobile dependency of consumers, digital shows
little sign of slowing in the region.
And marketers across Asia have followed suit. According to the CMO Councils own State of
Marketing 2014 research, 58 percent of marketers in Asia anticipate that they will engage in a
significant transformative projectspecifically, advancing their progress in a digital marketing
makeover. This evolution of digital is on par with transformation plans in North America and Europe.
Also on par with global digital leaders is regional marketers belief that their top accomplishment was
to develop new digital engagement capabilities during the previous year. But most telling of Asias rise
to become a global digital competitor is in marketers plans for digital budget allocation.
Globally, 48 percent of marketers indicate they will be allocating between 10 and 20 percent of their
overall marketing budgets toward digital engagements. Of marketers in North Americathe early
adopters of digital marketing engagement49 percent will spend between 10 and 20 percent, and 41
percent of marketers in Europe plan to allocate the same amount.
Asia, once thought to be the laggard in digital adoption and advancement, has now surpassed Europe
in its budgeting plans as 46 percent of marketers plan to spend between 10 and 20 percent of their
budgets on digital.
However, rapid advancements do not equate to smooth sailing, and that has never been clearer
than in the 2014 edition of the CMO Council and Adobes APAC Digital Marketing Performance
Dashboard. Marketers are optimistic, gaining confidence and basking in increasingly supportive
management, who are now more willing to test, pilot and commit to digital. However, new questions
emerge: What are the right measures? Are we reporting on campaign performance or measuring
business impact? How and where can audiences be better engagednot just reached?
Looking beyond surface indicators, this years dashboard shows an advancement in digital
engagement as marketers shed their segmented campaign mindsets and move toward a true,
connected channel experience strategy with the digitally dependent consumer.
The first APAC Digital Marketing Performance Dashboard was released in 2012 and revealed
enthusiastic optimism around all that digital promised. In those early days, digital was being driven
by the size of the customer base that was already quickly adopting and increasingly dependent on
digital devices and connections. Marketers, even then, admitted to being hampered by a lack of
budget to fuel their new engagements, slowing the velocity of digital advancement beyond one-off,
disconnected digital campaigns.
By 2013, measurement and analytics technologies were all widely adopted across the region. More
and more brands were seeing support from channel partners and lines of business as key digital
executive champions pushed for additional investments. Marketers, driven by the allure of the
audience size and customers shift to digital-first engagements, were looking for the strategies and
the talent to push digital forward. But key issues continued to hold many backnamely a cultural bias
and predisposition to more traditional engagements and campaigns, along with insufficient budgets
and skill gaps.
In 2014, we are seeing an inflection point in the digital evolution where the digital leaders are
beginning to pull away from the laggards. Markets like Australia and Singapore are creating
competitive advantage through omni-channel engagements, tying the best of offline engagements
with the most measurable and personalized online relationships with their customers. The laggards,
while distinctly behind the top markets, are not failing in their digital pursuits. Instead, leadership
teams who are not fully converted into believers are holding back marketers and, by extension, their
own organizations.
This years dashboard punctuates that business values and measures tied to compelling relationships
and experiences will advance digital maturity. For regions that are lagging, a new mindset that focuses
on customer lifetime value and the growth of loyal relationships must take center stage, enabling
decision making that puts the customer first and necessitates new talent and new engagement
strategies to connect the latest online experiences with the most valuable traditional engagements.
The toolkit continues to expand, and the APAC Digital Marketing Performance Dashboard for
2014 proves that marketing is on a path of evolution and reinvention that is moving at the speed of
customer preference and behavior. Those who can keep up or excel will lead. Those who fall behind
will need more than reinvention.
Summary of Key Findings

According to marketers across Asia-Pacific, digital is moving out of the realm of great experiment.
Marketers are gaining greater confidence in their overall ability to execute and measure digital
marketing performance, and clear leaders are emerging across countries who have digital leadership
on their teams and are honing the skill sets needed to effectively deploy and measure digital
campaigns. Those who are lagging behind have not yet developed confidence in the promise of digital
or honed the talent and skills needed to successfully implement these strategies.
Once again, the CMO Council and Adobe have set out to benchmark the level of digital marketing
maturity and adoption across Asia-Pacific. This years edition marks the third annual dashboard study
and includes the largest gathering of marketing insights from the region, representing more than 800
senior marketing executives across key countries in the region. The overwhelming majority of this
audience93 percentsay that digital will bring competitive advantage to their organizations.
But within this optimism, we begin to see the key differences between the leaders in digital and
emerging markets that are starting to lay the groundwork for future success. Australia, an early
adopter of digital and one of the digital leaders, is not only advancing digital campaign strategies, but
also leveraging data to create new experiences. Clearly, these marketers are even more convinced of
the criticality of digital (97 percent). But on the other end of the spectrum, we find China.
While China is rapidly advancing its digital marketing capabilities and sophistication, there is
an increasing sense of unease and doubt in digitals ability to engage and connect with the right
customer. While 87 percent (the lowest in Asia) of marketers in Mainland China believe digital creates
competitive advantage, 11 percent dont know.
Advancing Digital Thanks to Leadership Support

Overall, digital marketing performance is improving, especially with regard to organizational
alignment, ranking a 3.8 compared to 3.2 in 2013. Singapore has the highest operational alignment
scores, ranking an impressive 78 of 100 possible ranking points. Not far behind is Australia with a
score of 73, significantly improved from the 2013 score of 67. Both Singapore and Australia have
consistently led the region in readiness, maturity and performance, typically leading in the ability to
execute, measure and deliver business value through personalized, data-driven experiences.
China and South Korea, while lagging behind Australia and Singapore, are still seeing improvement
in operational alignment. Overall, China reaches a dashboard high with a score of 42 (up from 27
in 2013), indicating that support of digital marketing is also improving, while South Korea ranks an
impressive 52 compared to 25 in 2013.
These boosts in overall ranking are largely attributable to the surge in management and leadership
support that digital is enjoying. Marketers are seeing increased support and calls for higher spend in
digital from functional business leadership and lines of business. Some 32 percent of marketers are
enjoying this new call to action in 2014 compared to 26 percent in 2013. There are also signs that new
cross-functional teams are now in place to help advance digital marketing direction. Some 28 percent
of marketers say this organization-wide team is helping advance digital. Australia (33 percent) and
Singapore (33 percent) again lead in this trend.
Strong Leadership Support to implement Digital

AUSTRALIA
SINGAPORE
HONG KONG
INDIA
KOREA
CHINA
2014
44%
32%
36%
29%
19%
15%
2013
44%
27%
6%
25%
0%
10%
Australian marketers indicate that while teams are still receptive to piloting and testing new channels
and programs, their leadership teams have begun to fully embrace digital. Some 44 percent, the
highest in the region, say that there is very strong support for digital from the leadership team.
There are also strong digital marketing champions helping marketing advance the digital agenda.
Across Asia-Pacific, 38 percent of respondents say they do have a strong champion within the
leadership team. Marketers in Australia are seeing the highest levels of support, with 62 percent
saying they have this leader on the team.
Despite clear support for digital, marketers are still exploring their options. In fact, 36 percent
admit that they are still evaluating new channels and programs. However, a growing number have
established a more disciplined and progressive approach (30 percent) and are frequently embracing
new platforms and analytics tools. The digital leaders in this area are Australia (34 percent) and
Singapore (35 percent).
Demonstrating Value Holds Back Advancement

Upon first look, the lack of advancement in scores specific to the digital marketing mindset seems
disheartening. Compared to 2013, marketers saw a decline in mindset in 2014, slipping from an overall
score of 6.9 to 6.7. But upon closer inspection, one specific aspect of the digital marketing mindset is
holding back advancement: Does digital have the ability to best activate and reach the customer?
In 2013, marketers seemed far more convinced that digital was the better path to engagement. When
asked what was driving digital adoption, 64 percent of marketers indicated that digitals ability to
better reach and engage was a significant driving factor. In 2014, only 58 percent indicated this was a
top factor. Australia is the outlier from this digital doubt as 82 percent still believe in digitals ability to
engage and connect with the customer.
Interestingly, it is also Australian leadership that needs the least amount of convincing that digital
is still the optimal engagement choice. Only 10 percent of marketers in Australia feel that their
leadership is still unconvinced of the ROI of digital compared to half of the marketers in South Korea.
And while these leaders are still open to learning more about the opportunities of digital, this doubt is
likely reflecting marketings lackluster confidence in digital as an engagement channel.
But even this downward view appears to be temporary as an increasing number of marketers believe
that their leadership is letting go of the belief that traditional channels provide the most impact.
Regionally, only 12 percent of respondents see leadership still wed to traditional activities compared to
21 percent in 2013.
In the end, marketers reveal that the more support they receive from senior leadership, sales, channel
and lines of business, the more pressure there is to deliver measurements that prove the ROI of digital.
But because marketers are still leveraging data to simply report on KPIs, the business impact and value
of digital as a strategy to engage customers may be harder to demonstrate. This is also the greatest
opportunity marketers have as the next phase of digital advancement continues across the region.
Seizing the Data Opportunity to Join the Leaders in Digital

Marketing Performance
Marketing readiness across Asia-Pacific is also on the rise. As a whole, marketers are feeling
increasingly confident in their ability to measure results and return, with more marketers using
analytics and measurement technologies to prove the value of digital.
Increasing Market Readiness for Digital
2014
2013
2012
5.1
4.9
4.5
But this raises even more questionsspecifically, if marketers are measuring more than ever, why
is leadership still not supremely convinced by the results? And why are marketers still questioning
whether digital is engaging customers more effectively?
The answers could tie back more directly to how marketers are using the data and intelligence they
are gathering through the technologies they have deployed. According to 36 percent of marketers,
data is still being used as a means to report on key performance indicators. This points to marketing
largely using digital as a campaign channel and not as a connected relationship strategy and driver.
Take, for example, the belief that the use of data represents a competitive advantage for the
organization. While an increasing number of marketers (24 percent) see value in using data as a
means to learn more about customer behavior and attributes of customer segments, only 7 percent
believe that data is a key competitive differentiator.
Marketers are also gaining some confidence in their management of data, although it is clear that
there is still work to be done. Some 32 percent admit that while their expertise in measurement and
data analysis is improving, there is still a way to go. Leading this desire for improvement is Mainland
China with 48 percent of respondents, well above the Asia-Pacific average.
Data again serves as a way to segment the digital leaders from the laggards. Australia falls below
the Asia-Pacific average when it comes to using data simply to report on KPIs (24 percent compared
to the regional average of 36 percent) but ranks above the average of marketers leveraging data to
diagnose results and gain a better understanding of customer segments and behaviors (33 percent
compared to 24 percent across the region). Australia also leads in having an in-house team dedicated
to data analytics (26 percent compared to 15 percent across the region). Digital marketing analytics
skills are also considered to be critical to campaign success in Australia, according to 22 percent of
respondents (compared to 18 percent across Asia-Pacific).
But the greatest differentiation is in how Australian marketers view data in general, seeing data as a
competitive advantage and integrating data across the marketing lifecycle (15 percent compared to
7 percent across Asia-Pacific).
Talent Advancements to Close the Gaps

While all core benchmarks for digital marketing performance show at least moderate improvements,
marketing skills show the slowest growth. Held back primarily because of a lack of movement in
the belief that data is a differentiator, marketers also admit that their agencies are not necessarily
advancing at the rate of their own improvements in digital.
Only 12 percent of marketers, the same number as in 2013, believe that their agency partners are
extremely effective in digital marketing, from strategy and execution to measurement. Australian
marketers see the most value in their agency partners as 23 percent feel their partners are performing
extremely well, while marketers in China are most disappointed with agency performance as only 2
percent feel there is exceptional value. Interestingly, agency partners in South Korea are providing
strong support for their brand partners as 12 percent of respondents feel that their agencies are
delivering.
But where there are challenges, there are also opportunities. Increasingly, organizations are turning to
digital marketing leaders to own and direct the advancement of digital experiences and engagements.
While the chief marketing officer (CMO) is largely at the helm of owning and driving the digital
strategy, a growing number of dedicated leadership in digital are starting to take ownership of the
process. In fact, across Asia-Pacific, some 34 percent say that a head of digital or digital marketing
director is the owner of the digital marketing strategy and programs.
Conclusion
If Asia-based organizations intend to continue the advancement and evolution of digital marketing,
strides must be made to improve the skills and talent that are powering all aspects of digital, from
strategy development and campaign execution to digital customer experience management. And
it will not be as simple as automating the process. Marketers must begin to fully embrace digital
channels and the data and intelligence that these channels provide. It will not be enough to use data
to fine-tune campaigns. Data must be used to create more intelligence that can then help deliver
engaging and dynamic experiences across the customers lifetime with a brand.
Centers of excellence are emerging, specifically in the leaders of digital marketing like Australia and
Singapore. These marketsled by data-driven, connected and ROI-focused marketersare setting
the bar high and show no signs of slowing. They are also seeing greater progress as the gaps in skills
and talent begin to narrow. For those falling behind, however, skill gaps and a lack of executive support
continue to be barriers to successful digital marketing efforts. But one thing is certain: All countries
can do more to leverage the data at their disposal to create real competitive advantage.
In fact, in Adobes own research into the leaders and laggardsa look at the attributes shared by the
Best of the Bestwe see that the leaders are not only leading, but they are actually pulling away
from the rest of the market. This trend is certainly mirrored in this benchmark study. However, it is
important to note that the gap is not so wide that there is not an opportunity for emerging markets
like China and South Korea to join the leaders. Leadership support is growing. Now will be the time
to capitalize on that mandate and deliver the revenue-driving impact that digital leaders have already
begun to exploit.
Contributed Commentary From Adobe

By Hisamichi Kinomoto, Vice President of Marketing, Japan and Asia Pacific, Adobe
Im pleased to share the third annual APAC Digital Marketing Performance Dashboard, conducted by
the CMO Council in partnership with Adobe. This years research has confirmed the widening gaps we
have been tracking in digital marketing maturity across Asia-Pacific, and while all countries understand
the importance and value of digital, no country is taking full advantage of the opportunities it presents.
The 2014 digital dashboard has found that countries such as Australia, India and Singapore are pulling
ahead of the pack with strong executive support and digital champions, while marketers in South
Korea, China and Hong Kong struggle with less support from executives and skill shortages in their inhouse teams and agencies.
It cannot be understated how critical the role of senior executive support is in driving digital marketing
adoption. The 2014 digital dashboard identified that those countries with strong support for digital
marketing from senior executives are moving to leadership positions. In Australia, chief marketing
executive ownership is at 54 percent in 2014, well above other countries such as India (42 percent),
Hong Kong (40.6 percent), and South Korea (39 percent). Having a strong digital champion within the
leadership team remained steady across the region at 38 percent between 2012 and 2014. However,
Australia is pulling away from that regional average, recording 62 percent in 2014, followed by Hong
Kong (46 percent), Singapore (41 percent), and India (39 percent).
In 2014, channel partners and sales teams have emerged as strong advocates for digital marketing,
with more calling for increased digital spend across Asia-Pacific. Since 2012, the number of channel
partners and sales teams who have called for increased investment in digital has more than doubled
from 15 percent to 34 percent in 2014.
Unfortunately, some leadership teams are not convinced of the ROI of digital marketing, and although
they are open to learning more, this skepticism is holding back adoption rates in some countries.
Across Asia-Pacific, concern about ROI has risen slightly from 17 percent in 2012 to 21 percent in 2014.
The dashboard reveals that in South Korea, 50 percent of senior leaders are not convinced of digital
marketing ROI.
Skill levels have improved only slightly since 2012, and this continues to be a contributing factor to
preventing organisations from leveraging all of the data they collect. The 2014 digital dashboard also
found that marketers are not moving beyond applying some of the more basic measurements. Asked
whether they are measuring throughout the life of campaigns, only 13 percent of marketers across
Asia-Pacific said they were, compared with 14 percent in 2012. Opportunities exist for marketers
to leap ahead by measuring and analyzing their full campaigns, not just implementing a piecemeal
approach.
Recommendations
The 2014 dashboard uncovers the varying degrees of digital marketing maturity across the region and
highlights the need for marketers to continue to demonstrate value and ROI.
With customers able to touch any part of an organization, the role of marketing in transforming
businesses is crucial and requires executive support for successful transformation. Organisations
across APAC need to accelerate their investment in employees professional development to close the
skills gaps faster and leverage the benefits of digital. In addition, a bolder approach to applying metrics
and driving a more compelling case for increased investment is needed.
Skill gaps and lack of senior executive support will continue to see some APAC countries fall behind the
leadersAustralia, Singapore and India. However, all countries, including the leaders, can do more to
leverage the vast amounts of data they collect to drive business growth and revenue.
Marketers have never been in a better position to drive business results and revenue, and weve never
had better tools to demonstrate ROI. It is encouraging to see high levels of optimism around the region
and a strong level of understanding around the benefits and opportunities of digital marketing. Looking
ahead, marketers across APAC will need to turn this optimism into action so they are not left behind.
10
apac digital marketing PERFORMANCE dashboard 2014

This infographic illustrates the state of digital marketing adoption across the Asia-Pacific region
with respect to four key areas: mindset, marketing readiness, organizational alignment and
marketing skills. All ratings are on a scale of one to 10, with 10 being the highest. The overall rating
for each category is an average of the four key indicators beneath each measure. The ratings of the
individual countries are then depicted below, with the highest rating for each measure appearing in
that rating's specified color.
MINDSET
MARKETING
READINESS
ORGANIZATIONAL
ALIGNMENT
MARKETING
SKILLS
6.7
5.1
3.8
1.7
OVERALL
RATING
OVERALL
RATING
93%
Believe digital marketing

will drive competitive
advantage
58%

better engages and
activates audiences
1.4
MARKETING
SKILLS
64%
75%
54%
39%
Believe customer
preference and digital
dependency drive
adoption of digital
marketing
Believe mobile device

proliferation and appeal
drive digital marketing
HONG KONG
7.4
MINDSET
4.4
ORGANIZATIONAL
ALIGNMENT
4.6
OVERALL
RATING
Using analytic and

reporting technologies
High or progressive
level of maturity
70%
60%
38%
19%
18%
34%
High or reasonable
ability to measure
ROI
6.8
1.7
MARKETING
SKILLS
KOREA
DIGITAL MARKETING
PERFORMANCE
DASHBOARD 2014
Channel and sales

teams are pushing
for more digital
marketing spend
CHINA
5.2
34%
15%
12%
7%
Dedicated director of
digital or interactive
marketing
Agency is extremely
effective across
strategy, execution
and measurement
1.8
MARKETING
SKILLS
Dedicated and
experienced in-house
digital marketing
analysts
Data is integrated
throughout the
marketing lifecycle
SINGAPORE
7.1
MINDSET
3.1
ORGANIZATIONAL
ALIGNMENT
4.0
MARKETING
READINESS
4.7
MARKETING
READINESS
AUSTRALIA
4.6
ORGANIZATIONAL
ALIGNMENT
ORGANIZATIONAL
ALIGNMENT
MINDSET
5.2
MARKETING
READINESS
INDIA
6.6
MARKETING
SKILLS
MINDSET
2.3
3.4
1.6
7.9
MARKETING
SKILLS
3.7
ORGANIZATIONAL
ALIGNMENT
MARKETING
READINESS
APAC
Strong digital
marketing champion
on leadership team
IT is a big contributor
and partner in selecting
and deploying digital
marketing
1.2
MINDSET
MARKETING
SKILLS
Strong senior
management support;
receptive to piloting
and testing
Currently measuring
and testing
OVERALL
RATING
MINDSET
6.4
MARKETING
READINESS
3.7
ORGANIZATIONAL
ALIGNMENT
5.3
MARKETING
READINESS
11
4.6
MARKETING
READINESS
MINDSET
7.4
HONG KONG
DASHBOARD 2014
PERFORMANCE
DIGITAL MARKETING
APAC
ORGANIZATIONAL
ALIGNMENT
4.4
MARKETING
SKILLS
1.4
Believe mobile device

proliferation and appeal
drive digital marketing
54%
58%

better engages and
activates audiences
Believe customer
preference and digital
dependency drive
adoption of digital
marketing
64%

will drive competitive
advantage
93%
2.3
MARKETING
SKILLS
ORGANIZATIONAL
ALIGNMENT
3.1
MARKETING
SKILLS
1.7
ORGANIZATIONAL
ALIGNMENT
4.6
MINDSET
7.9
AUSTRALIA
4.0
MARKETING
READINESS
KOREA
MINDSET
6.8
High or reasonable
ability to measure
ROI
19%
39%
High or progressive
level of maturity
Currently measuring
and testing
70%
Using analytic and

reporting technologies
75%
6.7
OVERALL
RATING
5.1
MINDSET
OVERALL
RATING
MARKETING
READINESS
6.4
MARKETING
READINESS
4.7
MARKETING
READINESS
MARKETING
SKILLS
1.2
Channel and sales

teams are pushing
for more digital
marketing spend
34%
Strong digital
marketing champion
on leadership team
MARKETING
SKILLS
MINDSET
5.2
1.6
ORGANIZATIONAL
ALIGNMENT
3.7
3.4
ORGANIZATIONAL
ALIGNMENT
OVERALL
RATING
38%
CHINA
IT is a big contributor
and partner in selecting
and deploying digital
marketing
18%
Strong senior
management support;
receptive to piloting
and testing
60%
3.8
ORGANIZATIONAL
ALIGNMENT
MARKETING
READINESS
5.3
MINDSET
6.6
INDIA
3.7
ORGANIZATIONAL
ALIGNMENT
1.8
MARKETING
SKILLS
OVERALL
RATING
5.2
MARKETING
READINESS
MINDSET
7.1
Data is integrated
throughout the
marketing lifecycle
7%
Dedicated and
experienced in-house
digital marketing
analysts
15%
SINGAPORE
Agency is extremely
effective across
strategy, execution
and measurement
12%
Dedicated director of
digital or interactive
marketing
34%
1.7
MARKETING
SKILLS
12
ORGANIZATIONAL
ALIGNMENT
3.7
MARKETING
SKILLS
1.8
ORGANIZATIONAL
ALIGNMENT
4.4
MARKETING
SKILLS
1.4
ORGANIZATIONAL
ALIGNMENT
3.8
MARKETING
SKILLS
1.4
ORGANIZATIONAL
ALIGNMENT
2.1
MARKETING
SKILLS
0.67
MARKETING
READINESS
5.2
SINGAPORE
MARKETING
READINESS
4.6
MINDSET
7.4
MINDSET
7.1
MINDSET
6.6
HONG KONG
2014
MARKETING
READINESS
5.0
SINGAPORE
MARKETING
READINESS
3.2
MINDSET
7.1
HONG KONG
2013
2.3
MARKETING
SKILLS
4.6
MINDSET
7.9
ORGANIZATIONAL
ALIGNMENT
5.8
MARKETING
READINESS
6.4
MARKETING
READINESS
MARKETING
READINESS
4.0
KOREA
MINDSET
6.8
AUSTRALIA
3.1
ORGANIZATIONAL
ALIGNMENT
1.7
4.4
MINDSET
7.7
AUSTRALIA
MARKETING
READINESS
3.9
KOREA
MINDSET
6.3
ORGANIZATIONAL
ALIGNMENT
MARKETING
SKILLS
2.0
MARKETING
SKILLS
1.7
ORGANIZATIONAL
ALIGNMENT
MARKETING
SKILLS
1.8
3.7
ORGANIZATIONAL
ALIGNMENT
MARKETING
SKILLS
1.6
4.7
MARKETING
READINESS
MARKETING
SKILLS
1.2
3.7
ORGANIZATIONAL
ALIGNMENT
MARKETING
SKILLS
2.3
4.0
MARKETING
READINESS
MARKETING
SKILLS
0.82
MARKETING
READINESS
5.3
MINDSET
6.6
INDIA
3.4
ORGANIZATIONAL
ALIGNMENT
MINDSET
5.2
CHINA
5.8
MARKETING
READINESS
MINDSET
6.8
INDIA
2.5
ORGANIZATIONAL
ALIGNMENT
MINDSET
6.7
CHINA
DASHBOARD COMPARISON: 2013 VS. 2014
13
METHODOLOGY
The findings for the "APAC Digital Marketing Performance Dashboard 2014" were derived from a
survey fielded across the Asia-Pacific by the CMO Council during the second and third quarters of
2014. The survey yielded 807 total responses from senior marketers across the region, with more
than 100 responses per country in Australia, Singapore, India, South Korea, China, Hong Kong,
Japan and others.
14
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about the cmo council
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For more information, visit the CMO Council at www.cmocouncil.org.
about ADOBE
Adobe is changing the world through digital experiences. For more information, visit
www.adobe.com. Keep up to date with news and views from APAC digital marketers on the Adobe
Digital Dialogue blog at blogs.adobe.com/digitaldialogue/. Join APAC marketers on the Digital
Dialogue Asia Pacific LinkedIn group. Follow Adobe Digital Marketing Cloud news and updates via
@AdobeMktgCloud and join the conversation about this report via #APDash.
Additional Resources
Adobe Digital Marketing Blog: CMO.com
Read about Adobe Marketing Cloud.
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