[O151.Ebook] Free PDF Marketing in the Era of Accountability, by Les Binet, Peter Field
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Marketing in the Era of Accountability, by Les Binet, Peter Field
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It is widely accepted that the case studies submitted to the IPA Effectiveness Awards are the most rigorous available. What is less well known is that the competition has enabled the IPA to build a separate database of confidential data about brands, their market situations, campaigns and results. This objective, comparable data is immensely valuable because it observes the conditions of proven, effective campaigns. This publication contains the first full analysis of this data. Based on a sample of 880 campaigns, Marketing in the Era of Accountability not only reveals factors that make marketing profitable, but also exposes practices and myths that lead to waste and inefficiency. The findings in this report are so powerful because the analysis is entirely evidence-based there are no unsubstantiated opinions or theories. Building on this empirical foundation, the report provides dozens of detailed recommendations and best practices covering every stage of campaign development and evaluation. There are of course no off-the-shelf solutions to a successful marketing strategy. But this report reveals proven success factors that can be adopted in virtually any product category.
- Sales Rank: #2781852 in Books
- Published on: 2007-06-01
- Original language: English
- Dimensions: .58 pounds
- Binding: Paperback
- 128 pages
About the Author
Les Binet heads DDB Matrix, DDB London s in-house econometrics consultancy. He has worked for clients including Unilever, Heinz, Nestlé, Volkswagen, Kraft, Sony, AXA and Anheuser Busch. Les has won more IPA Effectiveness Awards than any individual in the history of the competition and helped design the IPA dataBANK. Peter Field led the account planning departments at Bates and Grey before becoming a marketing consultant. He also runs the Express Train training partnership and helped establish Eatbigfish, the challenger brand consultancy. Peter set up the IPA dataBANK and has written widely on learning from the case studies.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Cast-iron genius
By James Mackenzie
Reading this is like waking up from a long bad dream. "There there, it's all right. Common sense really does exist." So many things that we knew to be true about the way intelligent advertising works, but couldn't prove before. Or at least, not in the same empirical, irrefutable way as businesses' most trusted research consultants have been killing strong work for all these years. Now we finally have charts and graphs of our own, to fight our back to the light. And a good deal of detailed, rigorous evidence, laid out with elegant logic and wonderful clarity. (It's no mean feat to turn something as dense and complex as this analysis into plain English. And where industry terms have to be used, the definitions are so good that they are an education by themselves.) I don't know how I missed it when it was first published in the UK, but this has to be one of the most influential and valuable pieces of research and writing about advertising that I've seen. (And in the last 25 years, I've seen quite a few.)
One thing I'd add to Amazon's synopsis is a note on the IPA Effectiveness awards, since it's that database of case studies that forms the basis for this work. If you're in the U.S. and are familiar with the Effies, it's easy to underestimate how tough and rigorous they are. Creativity and good storytelling count for a lot less than a thorough econometric model and a thesis that can withstand expert attack. And even then, the authors excluded a vast swath of ROI datapoints because the entries' published calculations didn't meet their standards of proof.
I have to admit, the price made me hesitate. It's a lot for a book. But if you compare it to a report from Forrester or Gartner (or 4 or 5 of their best rolled together), it makes a lot more sense. This isn't a chatty, padded-out, book. It's a serious meta-analysis, rich with hard data, and illuminated with real insight. I don't know how much I'd have to pay for the hours and hours of brilliant minds like these to do this work: but after reading this, I know it would be worth it. The old alchemists of rationality suddenly look a lot more like corporate snake-oil salesmen by comparison - and sloppy ones too.
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