i to i research working with IPA on dataMINE series Volume III on multi-channel communication.

The Institute of Practitioners in Advertising (IPA) has long championed the importance of evaluating the effectiveness of good marketing communication. The IPA Effectiveness Awards has been running since 1980 and sets out to:

• Prove that communications can be a highly profitable investment
• Ensure high standards of evaluation and campaign analysis
• Provide an explanation for winning business strategies

Over the course of nearly 30 years since the awards were set up, the IPA has built up a “dataBANK” of detailed marketing information on over 1,200 case studies entered into the IPA Effectiveness awards.

The realisation of what an amazing data source this is inspired the “dataMINE” Series” of special reports. The dataMINE project aims to use the databank to produce general learnings about how marketing and brand communication works.

The first two reports have been extremely well received. The second report focused on “Marketing in the Era of Accountability” and delivered new learning in a number of key areas.

• Click here for more information and a brief summary of the IPA dataMINE series Volume II report.

The next report in the dataMINE series will look at multi-channel communication and, because of our expertise in multi-media campaign evaluation, i to i research has been commissioned to write it.

The central hypothesis of the new report that will be tested against the IPA database is whether holistic communications campaigns outperform, in terms of effectiveness, traditional campaigns that draw on a less comprehensive mix of communications channels.

For more information on multi-media tracking and the work we are doing for the report, please contact Claire Spencer at claire.spencer@itoiresearch.com or call on 020 31782160.