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IPA Effeectiveness Analysis

IPA Effeectiveness Analysis

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Published by Tom Saunter

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Published by: Tom Saunter on May 19, 2009
Copyright:Attribution Non-commercial

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10/24/2013

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Advertising Success:
Lessons from the IPA Awards

Les Binet
European Director
DDB Matrix

\u201cMarketing in the era of accountability\u201d
by Les Binet and Peter Field
\u2022Which strategies work best in hard business terms?
Which metrics best predict success?
\u2022Research based on analysis of the IPA dataBANK.

Largest ever meta-analysis (880 case studies).
\u2022Effectiveness measured in terms of business results, not prizes.
\u2022Key metric: Effectiveness Success Rate. % cases showing very

large effects on a range of business metrics, from sales to profit.
\u2022Conclusions: Some strategies work better than others. Much
common wisdom is wrong. Much common practise is inefficient.
Campaign objectives

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