Italian advertisers launch KPIs project globally

The Italian Advertisers Association (UPA), together with media auditing expert Paola Furlanetto, launched globally the ‘Key Performance Indicators’ project during Global Marketer Week 2018 in Tokyo, with the release of the second version of their KPI booklet.



Understanding KPIs is key for brands to develop good strategies. Last year, UPA conducted research which found that while a lot of literature on the subject matter exists, there was no common language or defined industry standards for KPIs in place.

Through this project, UPA aims to enable and instill a culture of measurement and accountability within the marketing and communications disciplines.

To date, UPA have published:

• a booklet describing the project and the results of their research;

• a database that contains a mapping system of the 350 most relevant KPIs for marketers; and

• a strategic map that identifies the most relevant KPIs for 14 marketing and communication objectives which have been cross-referenced with eight communication tools - advertising/display, native advertising and product placement, paid search, social, owned media, email marketing, events and PR - in order to provide marketers with a consistent toolkit to develop successful campaigns.

UPA plans to release a second strategic map at end of 2018, focusing on relevant KPIs for the different steps in the customer journey and a new user-friendly website that advertisers can consult for information and advice.

“We welcome the ‘Key Performance Indicators’ project and applaud UPA’s leadership in shaping this field. Our role at WFA and UPA is to ultimately champion the effectiveness and efficiency of marketing communications. UPA’s project is an important initiative in the field of effectiveness, providing guidance for brands in navigating this complex area and helping them shape better marketing strategies,” said WFA CEO Stephan Loerke.

For more information, please contact Alberto Vivaldelli.