Mythbuster: Letting the data tail wag the evaluation dog
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 letting the data tail wag the evaluation dog.
Recently we've been helping some of our clients assess their latest ad campaign. It's a great little campaign, which seems to have helped boost sales and market share, but evaluation is complicated because of the number of media used. The bulk of the budget was spent on traditional media, particularly TV and outdoor, but the remainder was...