IPA REPORT: Making Effectiveness Work

In an era of profound technology-driven innovation, the imperative to continuously ‘test and learn’ is more essential than ever.

The IPA’s 'Making Effectiveness Work' report developed by the Effectiveness Leadership Group, explains how a pragmatic approach to measurement is essential, meaning marketers should stitch together the relevant analytics and measurement tools to provide the most accurate result.

This report provides practical guidance along with a detailed overview of the core techniques. It introduces a disciplined measurement process, MESI (Model, Experiment, Simulate, Implement), that can be used to drive learning for tactical, campaign and strategic decisions.

Download the report now