Effectiveness and digital media – how to avoid the trap of knowing the price of everything and the value of nothing

Greg Grimmer

CUT ONCE, MEASURE TWICE …

As I approach this chapter and attempt to do justice to the given title in the IPA's most sacred tome I am reminded of the advice given to me very early in my media planning career by one of my first planning directors:

As soon as you spend it, measure it.

By measurement, the advice being given wasn't the counting of eyeballs (or indeed the extrapolation of panel data) but the creation of bespoke research to ascertain the positive effect (if any) of the actions of my colleagues. This simple and effective advice saw me through the first decade or so of my career in the halcyon days before media fragmentation, and certainly before the digital explosion that hastened the onslaught of the information age.