The IPA and ISBA, in partnership with Marketing Week, are charting a path to marketing effectiveness with the Marketing Effectiveness Roadmap.
Building on last year’s IPA Effectiveness Culture Monitor, and rebranded as the Marketing Effectiveness Roadmap, the survey provides a benchmark for brands and agencies, and provides guidance on how to boost the industry’s commercial effectiveness and the effectiveness of the work it produces.
By completing this short ten-minute survey about the effectiveness practices and attitudes in place at their own organisation, participants will be contributing to the understanding of industry best practice as well as developing an insight into their own ways of working.
This industry analysis will inform the wider IPA EffWorks initiative. The survey and analysis of responses is being conducted by IPA Effectiveness Leadership Group consultant Nick Milne, Go Ignite Consulting.
Everyone who completes the survey before Friday 10 June will receive a free top-line summary comparing their organisation to industry benchmarks. A detailed bespoke report with additional analysis and insight on responses from across their company will also be available to purchase from £100. Samples of what the full reports will look like can be downloaded.
Says Janet Hull OBE, Director of Marketing Strategy, IPA: "For any company seeking to improve their marketing effectiveness practices this short survey sets out a clear model for how to go about it. It also tracks individual company performance against the industry as a whole and provides useful ammunition for conversations with the C-suite about how to make improvements.
We’re inviting as many brands and agencies as possible to take part, and welcome submissions from a range of different stakeholders in each organisation in order to help give a more rounded picture.
Clare O’Brien, Head of Media Effectiveness and Performance at ISBA, said: "Accurate, actionable, marketing effectiveness measurement, needs the full weight of the business behind it to fully deliver.
The Marketing Effectiveness Roadmap does two things; it engages the wider organisation beyond marketers and it also provides marketers with an excellent set of progress points and positional data that informs constructive internal discussion at a very practical level.