News & Opinion

Warc report reveals profit & penetration to be top business metrics

According to a new Warc report, profit and penetration were among the most important business metrics in the campaigns shortlisted for the 2016 IPA Effectiveness Awards, while buzz and social media were the dominant soft metrics.

The study found that while sales have been a consistently well-used metric, the use of profit as a measure has increased 400% since the previous Awards in 2014 and market penetration has increased by 70%.

Newsworks' analysis of the IPA Effectiveness Awards conducted by Peter Field, shows that campaigns including newsbrands are twice as likely to deliver very large increases in penetration and 52% more likely to deliver significant profit increases than campaigns that don't use newsbrands (see chart above).

Source: Warc

by Lydia O'Neill 16/02/17

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