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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’...
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 ...
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 wi...
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...
 
 
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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.

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

Published in: Business, Technology
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How to measure effectiveness

  1. Effectiveness on the cheap Nick Emmel
  2. A confession: I have never written an IPA Effectiveness paper
  3. 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
  4. That’s no excuse There are cheap tools There are clever ways to get expensive tools Its all about how you use the data
  5. Here are some tools for measuring effectiveness GOLD SILVER FREE Expensive and Good Better value but still costs Free but flawed
  6. Advertising effectiveness GOLD SILVER
  7. Web analytics GOLD SILVER FREE
  8. Buzz monitoring GOLD SILVER FREE
  9. Web Traffic Intelligence GOLD SILVER FREE
  10. Search intelligence GOLD FREE
  11. Experience Measurement GOLD SILVER
  12. Online Quant/Qual Research GOLD SILVER FREE
  13. Build an effectiveness model to pre-select what you want to find out
  14. Here are some learnings from previous low budget IPA Effectiveness winners
  15. Create a closed system and measurement becomes easy
  16. Swinton Taxi Insurance – Mystery Tipper Focused audience, geography, mechanic and product = closed system
  17. Complete closed system makes stuff easy Total focus on end results compared to previous years
  18. Golf GTI Mk5 Configurator Websites are naturally closed systems
  19. Sole focus on traffic conversion to leads & sales
  20. Then link web traffic to external comms Help prove behaviour as a result of advertising
  21. Sales data used well can say everything Show how campaign drives earlier and bigger sales
  22. Halifax student campaign Clever use of “cheap” online analytics to build robust case
  23. Discount ATL by proving negative effect ATL does more harm than good to this audience, therefore can discount
  24. Campaign effect on existing brand tracker As a campaign in a closed system they could piggyback on other research
  25. Discount ATL effects and then piggyback on brand trackers
  26. They used AdDynamix & LemonAd intelligently Using SOV as a means to demonstrate advertising efficiency
  27. Google Trends shows scale of interest Search trends link behaviour change to campaign activity
  28. Unruly give video analytics and benchmarking Understand the demographics of the viral spread
  29. BHF - Yoobot Yoobot had bugger all money to do research, but still got results
  30. 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
  31. Combined with site metrics to get biz results Link with quant, campaign costs and past campaigns
  32. When money is tight, be inventive and concise as to how you use quant
  33. Monopoly, Here and Now Innovative product launch linked engagement to sales
  34. Making financial sense of online buzz Quantifying the cost of chatter is rarely done
  35. Causality of web stats Linking web traffic to sales data can prove causality
  36. Even basic metrics can be made useful by linking intelligently to business data
  37. Cycling Safety – Moonwalking bear Proving the “business” effect of a viral film
  38. TubeMogul used to track spread Not just how many, but who, how long, from where, how deep
  39. Eye-tracking proves efficacy of communication Proved that the ad worked to deliver message
  40. Discounting other influences with free data Met Office, TfL, bespoke research all used
  41. Use free data to disprove other hypotheses to prove yours
  42. 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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