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

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Presentation on theme: "Effectiveness on the cheap Nick Emmel. A confession: I have never written an IPA Effectiveness paper."— Presentation transcript:

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 Advertising effectiveness GOLD SILVER

6 Web analytics GOLD SILVER FREE

7 Buzz monitoring GOLD SILVER FREE

8 Web Traffic Intelligence GOLD SILVER FREE

9 Search intelligence GOLD FREE

10 Experience Measurement GOLD SILVER

11 Online Quant/Qual Research GOLD SILVER FREE

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13 Create a closed system and measurement becomes easy

14 Swinton Taxi Insurance – Mystery Tipper

15 Complete closed system makes stuff easy Total focus on end results compared to previous years

16 Golf GTI Mk5 Configurator

17 Closed system means metrics lead to sales

18 Linking comms spend with web traffic

19 Sales data used well can say everything

20 Halifax student campaign Clever use of “cheap” online analytics to build robust case

21 Discount ATL by proving negative effect ATL does more harm than good to this audience

22 Then included online in existing brand tracker As a discreet campaign in a closed environment this works

23 Discount ATL and then piggyback on brand trackers

24 They used AdDynamix & LemonAd intelligently Using SOV as a means to demonstrate advertising efficiency

25 Google Trends shows scale of interest Search trends link behaviour change to campaign activity

26 Unruly give video analytics and benchmarking Understand the demographics of the viral spread

27 BHF - Yoobot Yoobot had bugger all money to do research, but still got results

28 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

29 Basic site stats made worthwhile Link with quant, campaign costs and past campaigns

30 Radley Handbags

31 Pre- and Post quant is most desirable Sometimes one well- chosen question is enough

32 When money is tight, be inventive and concise as to how you use quant

33 Monopoly, Here and Now

34 Making sense of online buzz Quantifying the cost of chatter is rarely done

35 Causality of web stats

36 Even basic metrics can be made useful by linking intelligently to business data

37 Cycling Safety Seeding partner tracked views and eye- tracking proved efficacy

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

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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