Eff Test Certificate syllabus

The Eff Test Certificate is delivered in 35 hours of online learning, split across 13 modules.


1. Introduction to Effectiveness Testing

This module introduces effectiveness testing and why it is important. It also includes empirical evidence of some of the key drivers of effective communications.

2. Planning for Effectiveness

This module reviews the key principles of evaluation and setting objectives, highlighting some of the pros and cons of benchmarking and identifying the many levels of measurement that must be considered.

3. Input Measures

This module reviews the many different input measures (and sources) that need to be examined.

4. Output Measures: Awareness and Attitudes

This module focuses on the key measures of awareness, comprehension and brand image, and their pitfalls.

5. Output Measures: Behavioural

Moving from reach, through engagement, we get to outcome. In this module, we’ll look at what behavioural impact a campaign has.

6. Output Measures: Business

This module explores the various business measures most commonly used and their relative strengths and weaknesses.

7. Isolating your Activity: Non-Econometric

This module explores the fundamentals of analysis where the budgets/time for econometrics are not available. The chapter highlights the common misassumptions made in analysis.

8. Isolating your Activity: Econometrics

Since econometrics is the ‘Holy Grail’ of evaluation, a lot of time is dedicated to exploring what makes for good (and poor) econometrics. In this module, we discuss its applicability.

9. Payback and ROMI

This module explores how to calculate both payback and ROMI, and discusses the relative merits and drawbacks of each.

10. Evaluating DM and CRM Activity

This module evaluates certain specific types of media choices and examines evaluation techniques across Direct Marketing and Customer Relationship Marketing activity.

11. Evaluating Digital

This module explores the ways to evaluate campaigns across the broad spectrum of digital. Some of the current debates around digital are also discussed, such as the myth and illusion of digital data.

12. Evaluating Promotional, PR and Sponsorship Activity

This module looks at the multiple ways promotions are used (from tactical through to strategic) and how best to measure them. The key methodologies used to evaluate PR and sponsorship are also explored (as well as the issues attached to some of these methods).

13. Evaluating Public Sector Campaigns

This final module reviews how best to evaluate the impact of social cause campaigns (often more in terms of longer term behavioural shifts and potential cost savings upon the public purse).

Last updated 02 June 2020