IPM MEASUREMENT FRAMEWORK
The IPM are excited to announce the next stage in their
quest to drive an industry-agreed effectiveness model.
Over the past year they have been focused on
a work-stream to measure experiential as currently there is no standard,
industry-agreed approach to experiential evaluation and therefore no
consistent and credible yardstick for comparisons.
The research model
is in a 12-month test & learn phase and the IPM are now in the process of
testing the model with member agencies and brands.
The core focus is to be able to measure pre-and post-experience
audience behaviour and look at benchmarks for 5 key areas:
- Increase in brand affinity
- Increase in purchase intention or behaviour
- Measurement of engagement dwell time affecting
- ROI - estimated return per £1 invested
- Cost per contact and cost per reach
The IPM are working collaboratively with
brands and agencies including Sky, Dorset Cereals, Fullers, St Austell Brewery,
Circle, Wasserman, Jack Morton, Leith, PrettyGreen, TRO, The Bridge, Ambient,
Curb, Haygarth, Wolf Brand Experience as well as Red Route Research and the University of West of England, Business
The IPM's Experiential Measurement Framework has been featured in Campaign.
Please contact the IPM for more information on 020 3848 0444 or via firstname.lastname@example.org. Please note that the measurement programme is only available to IPM Members. If you would like to discuss joining the IPM, please contact us and speak to Jack Trodd or Nick Sibley.