Fifteen ways not to evaluate your communications

Les Binet, European director of DDB Matrix (DDB's econometrics consultancy), knows that 'disentangling the effects of communication under real market place conditions can be like trying to find a needle in a haystack'.

Fifteen Ways NOT to Evaluate Your Communications

Les Binet

Measuring the effects of marketing communications is inherently hard. For most channels, there is no direct link between stimulus and response. Nor can one always see the effect by eye, because consumer behaviour is influenced by a multitude of other factors besides communication, many of which have bigger effects in the short term. Disentangling the effects of communication under real marketplace conditions can be like trying to find a needle in a haystack.

Good evaluation is possible, of course – the IPA Effectiveness Awards prove that. The IPA now has more...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands