New digital index aims to identify consumer perceptions of online marketing

Performics launches new global digital satisfaction index as a way to gauge how consumers globally are perceiving brands online

A new global digital satisfaction index designed to help marketers better understand consumer perceptions of online marketing has been launched.

The new Intent Lab Digital Satisfaction Index (DSI) stems from a research partnership struck between Publicis-owned performance marketing agency, Performics, and Northwestern University Medill School of Journalist, Media and Integrated Marketing. The partnership is focused on how brand connections are perceived and discovering the thought patterns taking place when a consumer is making a decision to engage with or abandon a brand.

The duo hope to make the new scoring system an industry standard and plan on publishing it as a global measure of consumer attitudes on a quarterly basis, starting from July this year. The first will focus on the US and UK markets, but an Australian market release is expected next year.

The DSI has delved into a range of key factors driving consumer digital satisfaction and come up with a list that forms the basis of its 100-point scoring system: Trust, and credibility of information presented online; utility, such as the usefulness of a website or app to users; social, and the extent to which users value their social interactions online; and privacy. The report also states additional factors were evaluated during the process, including entertainment, information, personalisation and recommendation.

“We built the Intent Lab because we firmly believe intent is the single-most important marketing variable, shaping the way we deliver results for our clients,” said CEO of Performics Worldwide, Michael Kahn.

“The Intent Lab’s Digital Satisfaction Index is a new industry standard, illuminating game-changing insight into online user perceptions. This knowledge will arm brands with the ability to harness the power of marketing in a post-digital world.”

In its first US scoring program dated Q3, 2016, the pair recorded a DSI score of 58.4 overall. Although utility was given a score of 77, which indicated users were relatively satisfied with the usefulness of websites and apps, and social chalked up a score of 61.3, users were clearly dissatisfied with privacy and trust, which gained significant lower ratings at 34.2 and 52.6, respectively.

In comparison, Performics said UK consumers were more satisfied as a whole about digital experiences and the overall score was 65.6. This was mainly because of a higher privacy score of 42.2. In addition, it found UK consumers weight utility as a much influential factor on their perception of brands than the US.

Digital satisfaction was found to be the lowest amongst younger UK consumers aged between 18 and 24 years old (57.1, versus a score of 61 from baby boomers).

The report also broke down scores into several key industry sectors including retail and financial services. Retail satisfaction overall was 57.3 in the US and 67.3 in the UK, while for financial services, overall scores were 61 in the US and 65.3 in the UK.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

yo nice article

Bob

6 Ways to ramp up Social Media to Your Web Design

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in