Our source is the IPA dataBANK probably the world’s largest database on eectiveness,containing over 1200 case studies. This in turn is based on entries to the IPA Eectiveness Awards, the world’s most rigorous eectiveness competition. However, the dataBANKincludes a lot o additional inormation that is not included in the published IPA papers,thanks to a condential questionnaire that authors have to submit at the time o entry. The questionnaire records many details o the trading environment o the brand, o thestatus o the brand, o the eatures o the campaign and o its results (both business eectsand intermediate consumer eects). In some cases there is even ROI data too – by whichwe mean rigorously calculated prot returns on marketing investment.Previous analyses o IPA cases have tended to ocus on what does and does not winprizes. Our analysis is dierent. Thanks to the condential data contained in the dataBANK,we are able to look at what actually works in business terms, rather than what wins prizes.Our key measure is what we have called the ‘Eectiveness Success Rate’ (ESR). This isthe percentage o cases that report ‘very large’ eects in any o a number o key businessmetrics, such as prot, market share, price elasticity etc. This measure turns out to beclosely related to marketing payback (the higher the ESR), the higher the ROI (see ourreport or details). And unlike actual prot data (which are rarely available), this measureis available or hundreds o cases, allowing us to perorm detailed analysis o what drivesbusiness success.Looking at actual business success not only reveals some o the actors that makemarketing more protable, but also exposes some o the common practices that lead towaste and ineciency. Many o these relate to the tension between eectiveness (doing theright thing) and accountability (being seen to do the right thing). This in turn is closely relatedto how you measure success.
is European director o DDB Matrix,DDB’s econometrics consultancy. He has won13 IPA Eectiveness Awards, more than anyoneelse in the history o the competition. He wasConvenor o Judges or the Awards in 2005.
has been a marketing consultant orthe last 10 years. Prior to that he ran the accountplanning departments at Bates and Grey. He setup the IPA dataBANK in 1996 and was a judgeo the Eectiveness Awards in 1998. He is anhonorary Fellow o the IPA.
03 Accountability & eectiveness The YellowPaper Series