Transcript The DARE presentation template

Effectiveness on the cheap
Nick 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 Agencies
haven’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
Web analytics
Buzz monitoring
Web Traffic Intelligence
Search intelligence
Experience Measurement
Online Quant/Qual Research
Create a closed system and
measurement becomes easy
Swinton Taxi Insurance – Mystery Tipper
Complete closed system makes stuff easy
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
Discount ATL by proving negative effect
Then included online in existing brand tracker
Discount ATL and then
piggyback on brand trackers
They used AdDynamix & LemonAd intelligently
Google Trends shows scale of interest
Unruly give video analytics and benchmarking
BHF - Yoobot
Small scale quant was everything
Basic site stats made worthwhile
Radley Handbags
Pre- and Post quant is most desirable
When money is tight, be
inventive and concise as to
how you use quant
Monopoly, Here and Now
Making sense of online buzz
Causality of web stats
Even basic metrics can be
made useful by linking
intelligently to business data
Cycling Safety
TubeMogul used to track spread
Eye-tracking proves efficacy of communication
Discounting other influences with free data
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