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.
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
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
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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