All of ævolve’s projects about understanding how marketing communications have worked are about evaluating outcomes. By that we mean the impact of something on what people think or feel, or what people do. We don’t believe in measuring half-way houses – like awareness, recall or ad liking – because ultimately, those aren’t the things that brands need to achieve.

Intellectual rigour and innovation underpin our approaches to evaluating outcomes:
We create statistically robust links between the inputs and the outcomes
We also ensure that all media channels are evaluated neutrally – our approaches and methodologies are designed to overcome any natural biases towards particular media channels.

Some of the questions we can answer about outcomes:

Attitudinal:
How have different brand touch points affected brand attitudes – which have had the biggest/smallest impact?

How responsive is this audience to communications – which media channels/messages work best?

Which attitudes should we target with communications?

How do consumers process the brand’s communications?

Behavioural:
What is the ROI from different marketing levers such as advertising, promotions, price, distribution?

Which media are more efficient at driving short-term responses or sales?

How do media work together to drive a response?

What is the impact of competitors’ advertising on sales?

How does offline advertising drive online search?