The ten best charts on marketing effectiveness from Binet & Field

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# Long-term/Short-term, Marketing Effectiveness in the Digital Era, Measurement, Media in Focus, Reports and White Papers

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Here are the ten best charts on marketing effectiveness from the work of Les Binet and Peter Field as chosen by Tom Roach at BBH. Steal them, share them, use them as you see fit to nudge those around you onto the path to effectiveness.

Les Binet and Peter Field have been researching marketing effectiveness for over a decade. Their findings have shaped the way we think about marketing accountability. Tom Roach, Managing Partner at BBH recently wrote an article for the IPA and packaged up a number of their charts which he felt had the most impact. Here are the ten most useful charts with a little bit of context.

You can download all the charts as a pdf here plus six additional bonus charts not in this article.

1. The difference between brand-building and activation effects

Central to Peter and Les’ research is the distinction between these two effects that marketing produces. If you read their work you will hear a lot about ‘the 60/40’ rule. This is the balance of brand building and activation activities that the data shows is more effective. Before we get into that, it is important to understand the difference between the two.

2. How different channels skew the effects

No two channels deliver exactly the same balance of brand building and activation effects. Multi-channel campaigns must take this into account to deliver the optimum balance of media.

3. What the data tells us about the ideal split between brand-building and activation

4. Timescales

Brand building and activation effects are not generated by marketing campaigns in the same way across time. This chart illustrates why it is easy to end up overdoing short-term activation measures if you are in a business environment that values short-term results.

For a quick understanding of what Les and Peter mean by ‘business effects’ and the metrics they use to measure success take a look at this infographic.

5/6. Should you focus on existing customers or new ones?

The answer is, definitively, new ones. As the following two charts show.

7. Reach trumps targeting

Continuing the focus on a broad, outward approach, Les and Peter’s research has shown clearly that reach delivers the best results in the long term. And TV is the top performer – there’s a bonus chart in the package illustrating that.

8. Fame!

Campaigns that are specifically designed to create fame for a brand outperform other campaigns on all business metrics. In addition, emotional campaigns also perform better in almost all metrics, particularly in the long term (there is an extra chart in the download package illustrating that).

9. Creatively awarded campaigns perform better

And highly creatively awarded campaigns perform even better than the chart below shows again (there is an extra chart in the download package illustrating that).

Read about the study of Creativity and Effectiveness carried out by the IPA and Thinkbox

10. Looking to the future

Using the data in the IPA Databank from 1998 to 2016, Peter and Les have identified a number of worrying trends. Those trends have been driven by both a business environment that prioritises short-term results and the digital revolution, which with its real-time dashboards has only exacerbated the desire to gather them. The good news is that the research being done by Les and Peter, and by organisations like the IPA is gaining traction. Help it along by sharing some of these charts with your marketing colleagues.

The ten best charts from the work of Les Binet and Peter Field