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How to measure effectiveness
 

How to measure effectiveness

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Presentation for the IPA on how to prove efficacy of sub £2.5 million campaigns in order to win IPA Effectiveness Awards....

Presentation for the IPA on how to prove efficacy of sub £2.5 million campaigns in order to win IPA Effectiveness Awards.

Uses examples of how previous winning papers proved effectiveness without econometrics. Including Halifax Students, BHF Yoobot, Cycling Safety Moonwalking Bear.

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  • We are dare Made up of two best in breed agencies Awards The work that led to these awards The board # people, X in Europe & X internationally these are our clients how we manage international clients collaboration what we do Appendix how we do it

How to measure effectiveness How to measure effectiveness Presentation Transcript

  • Effectiveness on the cheap Nick Emmel
  • A confession: I have never written an IPA Effectiveness paper
  • The five-part get out clause 1 It’s not advertising, it’s communications 2 The Myth of Infinite Measurability 3 There isn’t budget for Research to prove effectiveness 4 The Research Agencies haven’t got the tools yet 4 Planners don’t have enough time
  • That’s no excuse There are cheap tools There are clever ways to get expensive tools Its all about how you use the data
  • Here are some tools for measuring effectiveness GOLD SILVER FREE Expensive and Good Better value but still costs Free but flawed
  • Advertising effectiveness GOLD SILVER
  • Web analytics GOLD SILVER FREE
  • Buzz monitoring GOLD SILVER FREE
  • Web Traffic Intelligence GOLD SILVER FREE
  • Search intelligence GOLD FREE
  • Experience Measurement GOLD SILVER
  • Online Quant/Qual Research GOLD SILVER FREE
  • Build an effectiveness model to pre-select what you want to find out
  • Here are some learnings from previous low budget IPA Effectiveness winners
  • Create a closed system and measurement becomes easy
  • Swinton Taxi Insurance – Mystery Tipper Focused audience, geography, mechanic and product = closed system
  • Complete closed system makes stuff easy Total focus on end results compared to previous years
  • Golf GTI Mk5 Configurator Websites are naturally closed systems
  • Sole focus on traffic conversion to leads & sales
  • Then link web traffic to external comms Help prove behaviour as a result of advertising
  • Sales data used well can say everything Show how campaign drives earlier and bigger sales
  • Halifax student campaign Clever use of “cheap” online analytics to build robust case
  • Discount ATL by proving negative effect ATL does more harm than good to this audience, therefore can discount
  • Campaign effect on existing brand tracker As a campaign in a closed system they could piggyback on other research
  • Discount ATL effects and then piggyback on brand trackers
  • They used AdDynamix & LemonAd intelligently Using SOV as a means to demonstrate advertising efficiency
  • Google Trends shows scale of interest Search trends link behaviour change to campaign activity
  • Unruly give video analytics and benchmarking Understand the demographics of the viral spread
  • BHF - Yoobot Yoobot had bugger all money to do research, but still got results
  • Small scale quant was everything Saved on control cell by comparing engagement levels Basic claimed quant data compared with diary studies to make more robust
  • Combined with site metrics to get biz results Link with quant, campaign costs and past campaigns
  • When money is tight, be inventive and concise as to how you use quant
  • Monopoly, Here and Now Innovative product launch linked engagement to sales
  • Making financial sense of online buzz Quantifying the cost of chatter is rarely done
  • Causality of web stats Linking web traffic to sales data can prove causality
  • Even basic metrics can be made useful by linking intelligently to business data
  • Cycling Safety – Moonwalking bear Proving the “business” effect of a viral film
  • TubeMogul used to track spread Not just how many, but who, how long, from where, how deep
  • Eye-tracking proves efficacy of communication Proved that the ad worked to deliver message
  • Discounting other influences with free data Met Office, TfL, bespoke research all used
  • Use free data to disprove other hypotheses to prove yours
  • There are no excuses anymore Create a closed system and measurement becomes easy Discount ATL and then piggyback on brand trackers When money is tight, be inventive and concise as to how you use quant Even basic metrics can be made useful by linking intelligently to business data Use free data to disprove other hypotheses to prove yours
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