Mythbuster: The vogue for real-time evaluation

Les Binet and Sarah Carter

This article discusses the conflict between real-time and more traditional post-campaign evaluation. Big Data and real-time evaluation allows marketers to understand some of the impact of campaigns, but not all.

Mythbuster: The vogue for real-time evaluation

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the vogue for real-time evaluation.

As we write, it's IPA Effectiveness Awards season once again. For the past few months, agencies around the world have been burning the midnight oil writing papers proving the effectiveness of their campaigns in exquisite detail. And now the judges will have their summers ruined by having to wade through 50 or 60 of these 4,000-word tomes.

We have always taken the awards...

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