what we love, hate and desire in our digital media jobs
DESCRIPTION
Presentation given at Digiday Agency Summit March 20, 2013 in Scottsdale, AZ. Two thirds of people in digital media plan to change jobs in the next two years because they are unhappy. This survey reveals the source of unhappiness and makes recommendations to increase job satisfaction.TRANSCRIPT
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What We Love, Hate and Desire in Our Digital Media Jobs
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Feedback
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About the Survey • Goal to determine drivers and effects of job
satisfaction in digital media industry • Digiday polled its opted-in base of leading digital media
and marketing professionals • Incentive: chance to win 1 of 5 $100 AMEX Gift Cards • Results gathered over 3 weeks
– February 11 – March 3, 2012
• 601 Respondents
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How We Analyzed the Results
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• Multiple regression analyses were
conducted to identify the most important
predictors of Industry Job Satisfaction
• New variables were introduced to rinse
and condense the information present
in survey questions
• Explored using both interval scale and
dummy variables. In the end, we used
dummy variables for our analysis
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The Results
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We’re Generally a Happy Group
6.5
15.1 19.9
50.7
7.8
Miserable Unhappy Satisfied Enjoy Love
Rate Your Happiness 78.4%
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And We’re Getting a Bit Happier
4.8
19.4
40.0
26.2
9.5
Much Worse Worse Same Better Much Better
Change in Happiness in Last 12 Months
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What we LOVE about our jobs
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What We Love about Our Jobs We love the people and the dynamic nature of the business
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What we HATE about our jobs
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What We Hate about Our Jobs We hate the some of the people, the work, and the long hours
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We’ve Been Loyal to Our Employer
9.8
34.1
22.4 23.6
10.2
<1 year 1-2 years 3-4 years 5-10 years >10 years
Time in Current Job
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But Not Because We’re Happy
3.22 3.33 3.52 3.37 3.53
<1 year 1-2 years 3-4 years 5-10 years >10 years
Happiness by Time in Current Job 6.3% correlation (weak)
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2/3 of Us Plan to Leave in Next 2 years
19.3
42.7
30.6
7.5
Actively looking Next Year or Two Five Years Lifer
Percent by Commitment
62.0%
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We’re Leaving Because We’re Unhappy
2.3
3.4 3.9 4.1
Actively looking Next Year or Two Five Years Lifer
Happiness by Commitment Level 52.2% correlation (strong)
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Who is Unhappy?
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First, what doesn’t correlate with job happiness
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Both Sexes Equally Happy
3.30 3.48
Male Female
Happiness by Gender 8.9% correlation (weak)
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We Work Hard
0.7 0.5 1.8
33.1
41.4
16.9
3.2 2.5
<20 20-29 30-39 40-49 50-59 60-69 70-79 80+
Percentage by Hours Worked
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Long Hours Don’t Make Us Unhappy
3.00 3.00 3.09 3.39 3.35 3.39 3.47
4.07
<20 20-29 30-39 40-49 50-59 60-69 70-79 80+
Happiness vs. Hours Worked 7.8% correlation (weak)
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We Feel Underpaid
5.5
32.7
50.7
6.0 5.1
Gulag Worker Underpaid Fair Overpaid Top of field
Rate Your Compensation
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But Money Doesn’t Buy Happiness
2.9 3.1
3.6 3.2
3.8
Gulag Worker Underpaid Fair Overpaid Top of field
Happiness by Compensation 20.6% correlation (medium)
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Tenure Doesn’t Matter Much
3.40 3.20 3.36 3.35 3.54
<1 year 1-2 years 3-4 years 5-10 years >10 years
Happiness by Time in Industry 8.8% correlation (weak)
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Role Doesn’t Matter Much Either
3.29 3.21 3.58 3.54 3.46
Advertiser Agency Publisher Tech / Service Provider
Other
Happiness by Role 11.7% correlation (weak)
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Now, here’s what does correlate with job happiness
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Location makes a difference
2.80 3.21 3.24 3.40 3.45 3.48 3.50 3.57 3.62 3.71 4.00
Happiness by Location
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20-somethings Least Happy
3.19 3.40 3.59 3.53 3.50
20-29 30-39 40-49 50-59 60+
Happiness by Age 12.5% correlation (weak)
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We Are Unhappiest in Lower Ranks
3.09 3.08 3.33 3.38 3.67 4.21
3.73 3.94
Happiness by Seniority 25.4% correlation (medium)
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Underlings Make Us Smile
3.25 3.34 3.56 3.78 3.79 4.40
0 1-10 11-20 21-50 51-100 101+
Happiness by # of People Managed 16.4% correlation (weak)
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Training Makes Us Happy
2.44 2.78
3.35 3.65
3.33
Drowning Need Help Adequately Trained
Maestro In My Sleep
Happiness by Preparation for Current Job 20.5% correlation (medium)
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A Career Path Makes Us Even Happier
2.22 2.91
3.47 3.77 3.89
Stuck in Dead End Job
A Chance for Advancement
Will Eventually Get Promoted
Easy to get promoted if work hard
Guaranteed with reasonable
effort
Happiness by Opportunity for Advancement 42.0% correlation (strong)
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focus on lower ranks with training + opportunities
-> happiness -> retention
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Other Interesting Findings
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Advertiser Perspectives
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Advertisers like their Agencies
10.0
17.5
35.0
30.0
7.5
Terrible Below Average Average Above Average The Best
Rate Your Media Agency
72.5% rated at or above average Agencies are from Lake Wobegon
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If advertisers had a magic wand…
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Advertisers want agency partners who lead with good experience
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Publisher Perspectives
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Publishers Not Fond of Media Agencies
3.1
34.0
56.8
5.6 0.6
Horrible Bad Average Pros Fantastic
Rate The Media Agencies You Deal With
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Because They Are Frustrated
23.9
40.3
17.0 11.3
7.5
Would Rather Sell Around
Them
Just Buy Same Things bc Easy
Repackage My ideas
Innovative / Open to Ideas
They Help Me Sell
Describe Your Working Relationship with Agencies
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If publishers had a magic wand…
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Publishers want agencies to be creative, understand, and communicate
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Agency Perspectives
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Agencies Love Microsoft Excel
1.8 1.2 7.9
54.3
34.8
Never <15 Minutes 15-60 minutes 1-4 hours >4 hours
Time Spent in Microsoft Excel
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Agencies Use Excel to Make Media Plans
1.3 4.5 8.4 9.7
76.1
Symphony MediaMind iDesk MediaVisor Excel
Tool for Creating Media Plans
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Agencies Use comScore for Research
1.3 1.9 5.0 9.4 12.5
70.0
Quantcast Alexa Compete Other Nielsen comScore
Tool for Research
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Agencies Use DFA for Ad Serving
0.6 4.5
7.6 11.5
21.7
54.1
Zedo Mediaplex Atlas Other MediaMind DFA
Tool for Ad Serving
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Most Agencies Not Happy With Tools
7.9
51.5
38.2
2.4
Bad Mediocre Good Double Rainbow
Rate Your Tools
59.4%
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If agencies had a magic wand…
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Agencies want better clients, better work, better tools, and fewer hours
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76.1%
Email Excel File Sharing
Research
Ad Serving
Buying / Billing
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replace excel
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Buying / Billing
Research
Ad Serving
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You Get Detailed Publisher Info
7,500+ sites
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more powerful
AND
easier to use
It’s better than Excel
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and it’s free
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Grunt Worker
Knowledge Worker
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Digital Media Happiness Project
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www.NextMark.com/planner
Chris Chris O’Hara
CRO
Chris Chris DeMartine
Director of Biz Dev
Joe Joe Pych
Founder & CEO
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Gift Card Winners
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