Brand Experience Report 2017: Measuring engagement
As the IPM develops a standardised measure for brand experiences, we look at the challenges of rating the effectiveness of campaigns.
The search for a standardised measurement for brand experiences is nothing new – but 2017 heralds one of the strongest attempts to date to develop a metric for effectiveness. Pioneered by the IPM, the new framework is based on a number of existing agency models and a benchmarking test period is now underway.
More than 15 key agencies and their clients are involved with or keen to support the scheme. XYZ’s managing director Will Mould is one of a number of survey respondents in favour of a clear measurement metric. “We desperately need this as an industry so that we can be taken seriously and show our effectiveness. Of course it needs to be flexible, projects are so different, but as long as it is led by the goals from the original brief, then we support this wholeheartedly. We are an industry clamouring to be taken more seriously, at the top table.