15. Break-out groups
Please refer to the hand for groups and timings. You
will see all four speakers in rotation
How best to present your creative – Main room
How best to present your strategy – Main room
How best to present your results – Downstairs (B2)
Categories overview: Which to enter and why
Downstairs (B1)
28. The importance of results
• In nearly all categories, results make up 1/3 of the
scoring criteria
• In the data categories, higher emphasis on results
• Yet:
Difficult to Different ways to
Often hurried
interpret show results
• An entry can be marked-down or ignored, if the
results are not presented correctly OR not at all
29. Confidentiality
• All judges have signed confidentiality
agreements not to disclose any details or
results
• Your clients have signed-off the entry
30. Be clear
• In the main body of the entry, explain
– How will you be measuring the campaign?
– What behaviour you are trying to change?
• ROI
• Value of sales
• Uplift against a control
• Number of new registrations
• Cost/response, cost/click
• Click through rate
• % increase in retention
• Make sure that your results section is
consistent with this
31. Don’t make us guess
• What is the definition of success?
– ‘Target was to reduce CPR to £1.16, achieved
£0.95’
• Ideally, we need to be able to benchmark against
previous activity
• Avoid:
‘We achieved a 5% response rate, better
than last year’
‘This campaign did better than expected’
‘We doubled the number of enquiries’
32. Real world numbers
• We are bound by confidentiality
agreements
• So, wherever you can:
– Use actual results, whether (£), response
rates (%) etc
– Try to avoid ratios
