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Effectiveness on the cheap. Nick Emmel. A confession: I have never written an IPA Effectiveness paper. The five-part get out clause. 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.

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Presentation Transcript
slide2

A confession:

I have never written an IPA Effectiveness paper

that s no excuse
That’s no excuse

There are cheap tools

There are clever ways to get expensive tools

Its all about how you use the data

web analytics
Web analytics

GOLD

FREE

SILVER

buzz monitoring
Buzz monitoring

GOLD

SILVER

FREE

complete closed system makes stuff easy
Complete closed system makes stuff easy

Total focus on end results compared to previous years

halifax student campaign
Halifax student campaign

Clever use of “cheap” online analytics to build robust case

discount atl by proving negative effect
Discount ATL by proving negative effect

ATL does more harm than good to this audience

then included online in existing brand tracker
Then included online in existing brand tracker

As a discreet campaign in a closed environment this works

they used addynamix lemonad intelligently
They used AdDynamix & LemonAd intelligently

Using SOV as a means to demonstrate advertising efficiency

google trends shows scale of interest
Google Trends shows scale of interest

Search trends link behaviour change to campaign activity

unruly give video analytics and benchmarking
Unruly give video analytics and benchmarking

Understand the demographics of the viral spread

bhf yoobot
BHF - Yoobot

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

small scale quant was everything
Small scale quant was everything

Basic claimed quant data compared with diary studies to make more robust

Saved on control cell by comparing engagement levels

basic site stats made worthwhile
Basic site stats made worthwhile

Link with quant, campaign costs and past campaigns

pre and post quant is most desirable
Pre- and Post quant is most desirable

Sometimes one well-chosen question is enough

making sense of online buzz
Making sense of online buzz

Quantifying the cost of chatter is rarely done

cycling safety
Cycling Safety

Seeding partner tracked views and eye-tracking proved efficacy

tubemogul used to track spread
TubeMogul used to track spread

Not just how many, but who, how long, from where, how deep

discounting other influences with free data
Discounting other influences with free data

Met Office, TfL, bespoke research all used

there are no excuses anymore
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