Will all these effectiveness studies be effective?

NickDrew, CEO, Fuse Insights on 22 Nov 2018
“"Even if you cynically dismiss these studies because of the organisations that commissioned them..."
But that's the point, it's not cynical at all, it's appropriate assessment of the agenda behind the research (as discussed in a previous column on these pages by Helen Rose). Each of these studies is designed to support a specific sales pitch for a particular medium, and so the conclusion that "this medium is important" isn't a finding, it's a necessary outcome.
That's not to discount the conclusions (yours or the research), but illustrates that this medium vs medium discussion is still so active primarily because there are few independent studies on either side to draw on - the IPA piece being a noticeable exception. It also illustrates that transparency in research is a nutty problem to solve, as every study has to generate ROI of some sort...”
But that's the point, it's not cynical at all, it's appropriate assessment of the agenda behind the research (as discussed in a previous column on these pages by Helen Rose). Each of these studies is designed to support a specific sales pitch for a particular medium, and so the conclusion that "this medium is important" isn't a finding, it's a necessary outcome.
That's not to discount the conclusions (yours or the research), but illustrates that this medium vs medium discussion is still so active primarily because there are few independent studies on either side to draw on - the IPA piece being a noticeable exception. It also illustrates that transparency in research is a nutty problem to solve, as every study has to generate ROI of some sort...”
VanessaClifford, CEO, Newsworks on 14 Nov 2018
“Good summary of the effectiveness studies out there Matt – but you seem to have missed one off your list. At Newsworks we launched Planning for Profit earlier this year – which, for the first time, tackled the amorphous mass of digital. We also talked about measurement, and the industry’s obsession with data. Here’s an excerpt from our report….
“The advent of digital marketing has brought many advances. It has, however, brought with it many backwards developments, not least the tendency to focus on intermediate measures as if they were end goals when in reality they have no commercial value for brands. It has also led to an unhealthy focus on the last action driving sales, when we know there are multiple influences, both offline and online, along the consumer journey””
“The advent of digital marketing has brought many advances. It has, however, brought with it many backwards developments, not least the tendency to focus on intermediate measures as if they were end goals when in reality they have no commercial value for brands. It has also led to an unhealthy focus on the last action driving sales, when we know there are multiple influences, both offline and online, along the consumer journey””
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