Measurement of

Communication

Effectiveness

Sergey Matveyuk, Analytics & Insights Director

BrandScience

Effectiveness is not the same as efficiency

http://blog.jackvinson.com/archives/2010/08/04/effectiveness_is_not_the_same_as_efficiency.html

• Do you want to do things well,

or do the right things?

• The difference between

efficiency and effectiveness is

exactly this difference.

Wear Out – shell you replace the shoes?

tired of ?

broken ?

old-fashioned ?

Business, Communication, Media objectives

After what weight of TRP

should we stop running a

creative execution?

When the message becomes

irritating?

When the commercial no

longer stimulates

additional sales?

Quintile Analysis

Tracking

Sales Modeling

Pro

duct

Pro

mo

tio

n

CO

MM

UN

ICA

TIO

N

Pla

ce

Pri

ce

Pro

motion

M

ED

IA

Media effectiveness in changing environment

Air Thematic Radio Newspapers Magazines Internet SocialNetworks

Cinema Shoppingcenter

HoReCa0

20

40

60

80

100

2007

2013

44%

48% 5% 4% 9%

5%

21%

18%

12%

2007

2013

TV Print Radio Cinema Internet

Weekly reach %

Ad Investment (Total Market)

OOH

Source: TNS Media, АКАР

Media effectiveness – implementation

Brand Health &

Ad Performance Monitoring

Communication effectiveness

Approach • Ad campaign effectiveness

evaluation

• Creative materials testing

(concepts, spots, layouts)

Outcome • What is the impact of each

communication channel to ad

campaign recognition?

• Which ad materials are better

working?

• Is there enough branding in

the add?

Communication effectiveness (case)

Econometric modeling

Evaluation of marketing investments effectiveness

Approach • Statistical analysis of key business

indicators (brand awareness, distributor

visits, sales)

• Isolation and measurement of impact of

each factors that may have influence on

analyzed indicator

Outcome • Overall marketing mix optimization

• Setting up marketing budget to meet

business objectives

• Effective allocation of marketing

investments

Econometric modeling

Optimization areas

5-30% ROI increase

due to optimization