Measure twice and cut once
Measuring what matters, properly
John Hallward
Abstract
Media efficiency is not about counting heads. The struggle is not to measure the number of web visitors, number of bloggers, TV viewers, billboard exposures, and so on. We see in our data that ad recall does not follow media consumption, nor share-of-voice, very well. And we will show that LAP is not a worthy concern. - The important measurement is about efficiency and efficacy. Advertisers need to measure what matters for the brand via “consumer mix modeling” (for all paid and unpaid touch-points). Come learn how Brand*Graph 360 shows the impact of each touch-point, diagnoses the creative, shows the differences between Reach vs Frequency, and helps point the way for better planning.John Hallward
Ipsos-Asi, Inc., Canada
John started his marketing career as a research associate at P&G (Toronto) and then research manager at J&J (Montreal). In 1986, he co-founded Tandemar Research to assess advertising efficacy, which he sold to Ipsos in 2000. He is now global director of new product development for Ipsos ASI. John has developed the validated Equity*Builder model, Emoti*Scape for emotional measurement, and recently Brand*Graph 360 for holistic media evaluation.
Gimme! The Human Nature of Successful Marketing (Wiley & Sons) is John’s first book and was just released this Feb 2007. It shares the marketing Lessons Learned from the Ipsos databases.
Hallward lives in Montreal with his wife and three children.
He also admits to having previewed, viewed, and reviewed more ads than anyone should in a lifetime.
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