aes18 International Evaluation Conference

Gerard Atkinson (ARTD Consultants)

Evaluation by its nature is a hybrid discipline, and often we find our work overlapping with other disciplines. In the consulting world, this translates to competing against other sectors for the same work. This presentation looks at one such example - evaluation of social impact marketing campaigns. When the goals of a campaign are so much more than moving product, what value do we add as evaluators in assessing whether a campaign worked? And what skills do evaluators need in order to go toe-to-toe with the market research field?