Effectiveness on the cheap Nick Emmel. A confession: I have never written an IPA Effectiveness paper

Effectiveness on the cheapNick 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 Agencieshaven’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

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

Create a closed system and measurement becomes easy

Swinton Taxi Insurance – Mystery Tipper

Complete closed system makes stuff easy

Total focus on end results

compared to previous years

Golf GTI Mk5 Configurator

Closed system means metrics lead to sales

Linking comms spend with web traffic

Sales data used well can say everything

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

Then included online in existing brand tracker

As a discreet

campaign in a closed

environment this works

Discount ATL 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

Basic site stats made worthwhile

Link with quant, campaign costs and past campaigns

Radley Handbags

Pre- and Post quant is most desirable

Sometimes one well-chosen

question is enough

When money is tight, be inventive and concise as to

how you use quant

Monopoly, Here and Now

Making sense of online buzz

Quantifying the cost of chatter is

rarely done

Causality of web stats

Even basic metrics can be made useful by linking

intelligently to business data

Cycling Safety

Seeding partner tracked views and eye-tracking proved efficacy

TubeMogul used to track spread

Not just how many, but

who, how long, from

where, how deep

Eye-tracking proves efficacy of communication

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