How to measure effectiveness

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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How to measure effectiveness

by Nick Emmel on Feb 23, 2011

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How to measure effectiveness — Presentation Transcript