3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Measurement matters – a new framework for evaluation Desiree Lopez

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Contents 1 Who am I?03 2 Why evaluate? Why is it challenging? 06 3 The new GCS Evaluation Framework 11 4 Call to action 16 5 My thanks! 18 2

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 WPP’s global reach Research and Insight PR and public affairs Digital and interactive Shopper and field marketing Advertising Media planning and buying 3

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 WPP works for over 60 governments around the world Promoting Colombian exports Preparing people for natural disasters in the USA Increasing use of primary healthcare services in Philippines Evaluating malaria programmes in Kenya Anti-smoking in Thailand Road safety in Australia Domestic violence in Germany Healthy eating in the UK Attracting tourists to Brazil Education in Saudi Arabia Labour market participation in Canada Polio vaccination in India Rebranding Chengdu Financial inclusion in South Africa 5

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 My perspective… 6

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Why evaluate? 7

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 However beautiful the strategy, you should occasionally look at the results. Winston Churchill ” 8

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 …evaluation is the foundation stone of the professional credibility that gives communicators a right to speak at the top decision- making level of an organisation Alex Aiken ” 8

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Evaluation helps us with… Accountability Organisational resilience Knowledge Transfer Adaptation and Optimisation Influence Future Policy Prioritise Future Spend Identify and learn from unintended consequences…learn from our mistakes 9

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Evaluating well isn’t always straightforward… Wrong early assumptions Wrong KIPs Outputs not Outcomes Pressure in the moment Lack of consistency Evaluation expertise is limited Budgets tight Method is inadequate Data overload 10

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Frameworks are very useful in supporting evaluations… A well thought out monitoring and evaluation framework can assist greatly with thinking through programmatic strategies, objectives and planned activities, and whether they are indeed the most appropriate ones to implement. 11

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 The new GCS evaluation framework 12

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Let’s look at an example… 12

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS What is the Policy Goal? …the Behavioural Objective? …the Behavioural Insight?

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Key considerations when using Evaluation Frameworks 14

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Key considerations Where could we look for data/evidence? What assumptions are we making re link between outputs and impacts? Are our behavioural assumptions correct? How can experimentation get to real behaviours? When can we expect to see sustained behaviour change? Frameworks = intention How to deal with data integration? What does an integrated model mean for commissioning? How will we determine VfM? What does this mean for methods? How can open, social, passive and big data ease the burden? How can we use experts to support the process? 15

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 To improve is to change: to be perfect is to change often. Winston Churchill ” 16

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Call to action! Use the GCS Evaluation Framework across planning & commissioning Set aside budget & think about impact in a pragmatic way Involve your agencies early on and in an integrated way Make your framework “living” Try new things with data Experiment! 17

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Being able to demonstrate the worth of any public spending is absolutely part of being a public servant. Alex Aiken ” 8

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS

3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP LEFT MARGIN RIGHT MARGIN DO NOT ALTER SLIDE MASTERS – THIS IS A TNS APPROVED TEMPLATE Measurement matters © TNS 2015 Desiree Lopez CEO, TNS BMRB 19