Theme 4. Effectiveness
Effectiveness thinking is intimately linked with beliefs about “what works/what has proven to be effective.”
What is measured is a manifestation of a set of underlying – and often unexamined – beliefs about effectiveness (as well as, of course, the objectives of any given “campaign”).
Effectiveness today also needs to evolve to embrace two central factors that challenge our thinking; the increasingly complex media ecosystem; and the wide range of models of behaviour change. These two factors impact on the scope of the relevant KPIs as well as the methodologies used to tie them together.
