Presentation for the IPA on how to prove efficacy of sub £2.5 million campaigns in order to win IPA Effectiveness Awards. Uses examples of how previous winning papers proved effectiveness without econometrics. Including Halifax Students, BHF Yoobot, Cycling Safety Moonwalking Bear.

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. Here are some tools for measuring effectiveness GOLD SILVER FREE Expensive and Good Better value but still costs Free but flawed

6. Advertising effectiveness GOLD SILVER

7. Web analytics GOLD SILVER FREE

8. Buzz monitoring GOLD SILVER FREE

9. Web Traffic Intelligence GOLD SILVER FREE

10. Search intelligence GOLD FREE

11. Experience Measurement GOLD SILVER

12. Online Quant/Qual Research GOLD SILVER FREE

13. Build an effectiveness model to pre-select what you want to find out

14. Here are some learnings from previous low budget IPA Effectiveness winners

15. Create a closed system and measurement becomes easy

16. Swinton Taxi Insurance – Mystery Tipper Focused audience, geography, mechanic and product = closed system

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

18. Golf GTI Mk5 Configurator Websites are naturally closed systems

19. Sole focus on traffic conversion to leads & sales

20. Then link web traffic to external comms Help prove behaviour as a result of advertising

21. Sales data used well can say everything Show how campaign drives earlier and bigger sales

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

23. Discount ATL by proving negative effect ATL does more harm than good to this audience, therefore can discount

24. Campaign effect on existing brand tracker As a campaign in a closed system they could piggyback on other research

25. Discount ATL effects and then piggyback on brand trackers

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

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

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

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

30. 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

31. Combined with site metrics to get biz results Link with quant, campaign costs and past campaigns

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

33. Monopoly, Here and Now Innovative product launch linked engagement to sales

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

35. Causality of web stats Linking web traffic to sales data can prove causality

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

37. Cycling Safety – Moonwalking bear Proving the “business” effect of a viral film

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 Proved that the ad worked to deliver message

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