1 / 44

Effectiveness on the cheap

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.

azriel
Download Presentation

Effectiveness on the cheap

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

  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. Advertising effectiveness GOLD SILVER

  6. Web analytics GOLD FREE SILVER

  7. Buzz monitoring GOLD SILVER FREE

  8. Web Traffic Intelligence GOLD FREE SILVER

  9. Search intelligence FREE GOLD

  10. Experience Measurement SILVER GOLD

  11. Online Quant/Qual Research GOLD FREE SILVER

  12. Create a closed system and measurement becomes easy

  13. Swinton Taxi Insurance – Mystery Tipper

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

  15. Golf GTI Mk5 Configurator

  16. Closed system means metrics lead to sales

  17. Linking comms spend with web traffic

  18. Sales data used well can say everything

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

  20. Discount ATL by proving negative effect ATL does more harm than good to this audience

  21. Then included online in existing brand tracker As a discreet campaign in a closed environment this works

  22. Discount ATL and then piggyback on brand trackers

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

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

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

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

  27. 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

  28. Basic site stats made worthwhile Link with quant, campaign costs and past campaigns

  29. Radley Handbags

  30. Pre- and Post quant is most desirable Sometimes one well-chosen question is enough

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

  32. Monopoly, Here and Now

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

  34. Causality of web stats

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

  36. Cycling Safety Seeding partner tracked views and eye-tracking proved efficacy

  37. TubeMogul used to track spread Not just how many, but who, how long, from where, how deep

  38. Eye-tracking proves efficacy of communication

  39. Discounting other influences with free data Met Office, TfL, bespoke research all used

  40. Use free data to disprove other hypotheses to prove yours

  41. 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

More Related