Evaluation best practice guide

The IPA, ISBA, MCCA and the PRCA have published their first Evaluation best practice guide, which outlines the latest thinking and learning on evaluation, and describes three key methods to use: time series analysis, regional analysis and competitive analysis. The Evaluation guide, the third in the series of best practice guidelines published by the four trade bodies, has been compiled using insight from the first cross-industry research ever undertaken into how clients and agencies evaluate their marketing communications. The guide also offers practical tips and insights from leaders in the field of evaluation from each communication discipline and members of ISBA, and also discusses ways to evaluate beyond the typical short-term increase in volume of sales, such as brand value and non-consumer effects.

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