Ritson: Binet and Field not perfect, but not wrong either on brand building v performance
Mark Ritson says marketers are right to question Les Binet and Peter Field’s methodologies, but argues that in a world of imperfect science, they are closer to the truth than most (Marketing Week)
- As awareness of Binet and Field and their work has grown, so too has the sniping and counter-argument
- This centres around bias, as their work is often funded by the TV lobby; Sample bias, as their effectiveness studies based on IPA Awards data only pick from ‘winners’, or big UK campaigns that have already won awards and; Self reporting; that their work relies on those submitting awards entries to essentially mark their own homework
- Ritson dismisses the first aspect, pointing out that Binet and Field’s research is also often funded by digital platforms; Accepts focusing on big campaigns is a limiting factor; Accepts self-reporting is imperfect, but points to correlations with externally reported data where available
- “Even with these sizeable caveats the work transcends these limitations, from my perspective.”
- “In truth, much of this debate centres on the imperfection of all data in proving marketing theory. We do not study rocks or gravity or the rotation of the earth.”
- “This big messy world of advertising, with all its varied and contradictory inputs, does not easily correlate with the equally untidy world of corporate performance and marketing effectiveness.”
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Val Morgan is working with Karen Nelson-Field’s team at Amplified Intelligence to study the effect of attention metrics on cinema audiences. As James Bond’s latest film storms the global box office, it’s time for more meaningful metrics – and cinema is in a class of its own on the attention scale, Val Morgan’s Guy Burbidge writes.
The advertising industry deserves a collective round of applause. In the face of a global pandemic, near constant – and ongoing – privacy questions and scrutiny, advertisers innovated and experimented like never before, and the whole market is better for it. Success in the next (hopefully disruption-free) year will require collaboration and partnerships.