effectiveness on the cheap nick emmel. a confession: i have never written an ipa effectiveness paper
TRANSCRIPT
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