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
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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