Banditry

There seems to be a meme floating around the social marketing world at the moment that the super-notorious Old Spice mass media and viral ad campaign has failed to drive sales, despite grabbing mindshare and winning awards. This seems to be based on a Brandweek article that isn’t available on their website (w00t new media marketing excellence, not), but that has been excerpted here. It says:

[S]ales of the featured product—Red Zone After Hours Body Wash—aren’t necessarily tracking with that consumer appeal: In the 52 weeks ended June 13, sales of the brand have dropped 7 percent according to SymphonyIRI. (That amount excludes those rung up at Walmart.) P&G execs were not available to comment.

SymphonyIRI get their sales data direct from the tills in all major US supermarkets except Walmart (who figure they’re big enough that they’ve got more to lose than to gain from sharing their data with competitors), so it’s pretty reliable. I wish I had access myself – I have done for projects in the past, and damn it’s good, but a subscription costs millions of dollars…

However, even without access to the data, we can easily show that the Brandweek piece is absolutely irrelevant. First, a quote from Forbes last Thursday:

Total sales for Old Spice body wash at supermarkets, drugstores and mass market retailers excluding Wal-Mart were up 16.7% in the 52-week period ending June 13, according to SymphonyIRI Group, a Chicago-based market research firm.

In other words, assuming both articles are accurate, a specific sub-brand of Old Spice has fallen in sales, but the overall brand has risen in sales. Since the campaign primarily promotes Old Spice as a master brand (I didn’t even know it was plugging Red Zone After Hours Body Wash, and nor did you), the Brandweek article is somewhere between misled and misleading in its selective data usage.

Even if Forbes has somehow got its numbers wrong, and the Brandweek data is representative of the brand’s overall performance, this still wouldn’t show the campaign had failed. The IRI data covers a 52 week period – it’s comparing Jul 2009-Jun 2010 to Jul 2008-Jun 2009. The interesting comparisons for a breaking campaign (the ads started in February, and the social campaign’s been building since) are week-on-week (wk20 2010 vs wk20 2009) and month-on-month (Jun 2010 vs Jun 2009), not averages for the whole year. If sales fell in the second half of 2009 and were gradually revived this year by the campaign, the 52 week data wouldn’t show this at all.

The most awesome thing about IRI data if you’re a marketing-stats-data-geek (guilty) is that it’s updated daily. So Procter & Gamble and its agency, Wieden & Kennedy, will know exactly, day on day how sales have reacted. They (well, they plus SymphonyIRI, Unilever, Colgate, and their respective marketing agencies) are the only ones currently in a position to say whether the campaign has worked. Until and unless they, or SymphonyIRI, or a naughty leaker working for a company with access to IRI’s database, tell us what the week-on-week comparisons are, we’ve got little idea whether or not the campaign has succeeded.

Well, except that Old Spice had been in decline as a brand for a very long time – so if there has been a 17% rise in 52-week sales as the Forbes piece suggests, then that’s a good indication that the rise in sales since the campaign launched in February is larger still.

Lesson: while everyone wants smug marketers to fail (yes, of course you do), a campaign that captures the public imagination to the degree that Old Spice has is bloody unlikely to fail to drive sales, at the very least in the short term. Relatedly, most people don’t understand data.

So there’s yet another alcohol-bashing study out. This one says [*] that sports stars’ drunk behaviour has no impact on young adults’ drinking behaviour (that’s ‘over 18s’, or ‘legally responsible adults’), but that alcohol marketing does.

This isn’t surprising. Of course alcohol marketing makes people drink more of the brand being marketed, otherwise people wouldn’t do it. But we need people to research things that seem obvious from time to time, because sometimes we find out that what we think we know is wrong. So, decent study, worth funding, all good.

But:

“There’s always been a link made between alcohol and sport… the detrimental effects of that, in the same way as there was previously between cigarettes and sport,” Professor Kolt said.

Err, no. The difference is that smoking, full stop, is harmful. Alcohol consumption below 30 units (300ml of alcohol; 15 pints of bitter) a week has not been demonstrated to do harm, even compared to not drinking at all, and you need to get up to 50+ units before the risks of morbidity or mortality are substantially higher than for non-drinkers.

Unless the study shows that the impact of alcohol marketing is to encourage people aged 18-22 to drink more than 30 units a week, then it’s only of interest to alcohol marketers, and not to policymakers. And if they had found that, they’d most certainly have put it in the press release…

The problem with this kind of alcohol research (i.e. social science on consumption behaviour, rather than epidemiological science on health outcomes) is that nearly all the work commissioned and published by public bodies is carried out by miserable puritans who hate the concept of anyone ever having any kind of fun. This is because researchers who don’t hate the concept of anyone ever having any kind of fun work for drinks companies instead: they pay better, you get a free bar after work, and you don’t have to hang out with people from the first group.

But drinks companies tend to keep their studies private, because they don’t want their rivals to see them…

Therefore, the general pattern in the public arena is that some people will create a report which actually shows mildly interesting things about how people like to consume alcohol – but because of the prejudices of the people who’re writing it, the abstract and the PR make groundless accusations about negative impacts on disorder and health. And then the media reports the groundless accusations as “a study has concluded that”, and the public debate is ratcheted slightly further towards miserable puritanism.

[*] I have no idea what the study says. The above is what the press release says; the press release features quotes from and has been approved by the study’s main authors, and is what will shape the public debate.

Here’s a nice report by a real statistician on how London’s low murder rate is nothing to worry about unless you’re a gibbering paranoid ignorant fool.

Unsurprisingly, it’s received almost no media play at all. I mean, what news value is there in a study proving that the ‘OMG t3H knife crime!!!!’ narrative is bollocks and that there’s nothing to worry about…?

RBS:

As part of our implementation of FSA guidelines around Anti-Money Laundering activities, we introduced questions on Politically Exposed Persons as part of our account opening procedures.

Genius financial columnist Nelson:

what on earth is a Politically Exposed Person?

The FSA anti-money-laundering guidelines, which have been in force for three years:

customers who, by virtue of their position in public life, are vulnerable to corruption

This isn’t earth-shattering stuff; any professional or financial services firm has to ask those questions of its clients, and RBS would be remiss for not doing so. Taking UK political party membership as an indication of PEP status was technically incorrect, but fair enough I reckon – if you’re a member of a UK political party, you’re either corrupt, stupid or massively over-optimistic…

Nelson then goes off into an insanely paranoid rant about banks asking people whether they occupy any political offices. Oh noes! A majority-government-owned institution is asking me whether I’m a political party member. The gulags surely do beckon…

If you’re worried about this, you’re a moron.

In England and Wales up until 1986, there were two sorts of exam a child could take at the compulsory school leaving age of 16.

CSEs weren’t very academically rigorous and were aimed at kids who weren’t planning to take further academic qualifications. O-levels were more academically rigorous; they were aimed at kids who were planning to take A-levels at 18, and possibly head on to university.

After 1986, the system was – officially – changed to have a single qualification at 16 encompassing both streams of kids, known as the GCSE.

However, almost all GCSEs are divided into two tiers of paper, Foundation and Higher, which are separate exams based on related but different syllabuses [*]. All kids who would have taken an O-level in a particular subject, and some who would have taken a CSE, take the Higher paper; the highest grade possible in the Foundation paper is a C.

(I note, in passing, that 1986 fulfils the criterion of ‘being a year that happened after the current generation of crusty old farts finished compulsory education’.)

For more or less the following 23 years non-stop, commentators born before 1970 have failed to point out the fact that nothing has really changed – whether this is due to their idiocy or their dishonesty is not quite clear – and instead have had great fun comparing Foundation GCSE (i.e. rebadged CSEs) papers with O-level papers. They discover, shock-horror-ish-ly, that the paper the thick kids take is harder than the paper the bright kids used to take.

For example, this post from the Libertoonian Alliance links to a GCSE physics paper, fails to point out what the foundation/higher distinction means, and labels it ‘for intelligent 16 year olds’. Since the foundation questions, answered by the dumb kids, make up the first 16 pages of the test, most readers will end up skimming those, assuming they represent ‘bright kid’ questions, and hence that the paper is moronic.

But it isn’t, for the ‘higher’ section at least [**]. It’s a reasonable test for bright-ish kids of theoretical knowledge on energy and electricity, with a couple of fluffier ’social impact of science’ questions thrown in for a total of approximately 2 marks.

So, a fail, then. But the attempts to mislead get better. In the comments section, the post author, a (but not the, one would assume) David Davis, says:

In the “further” physics papers (only for the really bright people doing what is called “separate” sciences

This is what is known as ‘grossly misleading’.

Later, he says:

Yes [this linked paper is the equivalent of an O-level paper]. Passing this, is what those who will go on to do “A” levels in the sciences will have to do.

This is what is known as ‘grossly misleading’.

In a final and epic demonstation of his elite science-y skills, he says:

I don’t know [why the paper spells sulfur correctly]. It has sort of crept in the last year or so. I thought like you do that these people were supposed to hate America, but they adopt its spelling of “sulfur”.

If you’re going to mouth off about the ignorance and evils of people setting science exams, perhaps you might want to check the conventions actual scientists have agreed with each other on how to spell words. Or not.

There might, possibly, be an actual case that there has been a dumbing-down in educational standards (damn unlikely given relative skill and literacy measures by cohort, but possible). This paper, dramatically and massively, certainly doesn’t present it, and the dishonest codgers putting it forward do themselves no favours.

[*] English words don’t require Latin plurals. Fact.

[**] with the exception of the rather bizarre question 4D (the actual answer, given the levels of ignorance of more or less everything held by people who object to planning applications for wind turbines, is ‘all of the above’; but I’ve no idea what answer the exam board wants).

I’m not a fan of violence against anyone, irrespective of their gender.

But I don’t give a toss about ‘violence against women’, any more than I give a toss about ‘violence against ginger people’ or ‘violence against taxidermists’.

If women were disproportionately likely to be the victims of violence, then perhaps there would be some sanity in focusing campaigns about violence against them. The shooting of a young black man is no more or less bad than the shooting of an old white woman, but focusing anti-gun-crime efforts on young black men does make sense, as they’re the most likely to suffer from it.

But since men are twice as likely as women to be the victims of violent crime, that logic doesn’t seem to apply here.

So, while I’d urge anyone reading this blog who commits acts of violence against people to stop, I wouldn’t be backing Amnesty’s OneTen campaign even if it were honestly promoted and based on real evidence.

But it isn’t.

According to the press release for said campaign: “Each year, around 1 in 10 women in Britain experience rape or other violence”. This is an epic piece of dishonesty, and anyone with any integrity at all should rail against Amnesty for it, no matter how much they oppose wifebeating.

For one, we know, based on the most accurate data collated – the British Crime Survey linked above – that the figure is one in 40, not one in 10.

More importantly, even the one in 40 figure is for all violent crime. Bringing rape, which is perpetrated on less than one in 100 men or women, into the mix is tabloid chicanery at its absolute worst – it is the same literally true but completely misleading statistic as this piece’s headline. Anyone who quotes the incidence of something less serious, but mentions something more serious in the same sentence, is deeply suspect – no matter which particular political direction they’re trying to nudge you in.

And finally… shouldn’t Amnesty be campaigning against abuses of government power, rather than against crime? It’s as if the RSPCA were suddenly to start funding schools in Africa – whether or not it’s a good thing, it’s certainly not what they’re for.

In conclusion: 1:10pm, March 6, 2009 – Time To Finally Give Up on Amnesty International Forever.

Update: oops. Sorry. No, the people who tweeted this campaign aren’t idiots and don’t lack integrity – they’re well-meaning people who presumably didn’t expect a respected and generally good organisation like Amnesty to base its campaign on dishonesty, and who’ve been conned into repeating lies. And that’s precisely why I’m so fucking angry about it..

BNP apologists frequently claim that supporters of the group aren’t necessarily racist, they’re just misguided working-class souls who’ve been abandoned by the mainstream parties and feel the BNP speaks for them. Non-apologists suggest, with equal frequency, that perhaps if people weren’t racist then they wouldn’t vote for a party whose primary feature was racism, even if it did better match their views on employment policy.

As Alex Hilton points out, the leaking of the BNP membership list, including several thousand email addresses, provides an excellent opportunity to answer these questions: send out a surveymonkey to the people on the list, asking them to rate how racist they are on a scale of 1-10. Problem solved…

Once again, they’re running with the sort of content I’d normally put up here – an excellent piece on understanding debt/deficit statistics.

God-damn public sector bureaucracies crowding out private enterprise, etc etc…

(”in t’front room watching telly, what’s it to you?”)

An apparently valid study has shown that 25-34 year olds are best at using apostrophes correctly, while over-55s are worst. While this doesn’t fit with the traditional narrative of ‘it’s all gone to the dogs since trendy liberals took over teaching’, it does fit with the available evidence on functional literacy rates: it’s clear that the comprehensive system has provided its alumni with a more effective education than the grammar and secondary modern system did.

I’m aware that ‘bring back grammar schools’ is a dogmatic, rather than an evidence-based, position – but one might have thought the fact that older people are demonstrably worse-educated than younger people might impinge on their consciousness somewhere down the line…

It only seems like a few months since the biggest “idiots failing to understand numbers” issue was that of crime… oh, for those heady pre-recession days when people had nothing more to worry about than lamenting that crime was a major problem despite it generally not being one.

The latest row, which has unfortunately given ammunition to the ‘all crime stats are lies because my uncle’s neighbour’s nephew’s dad’s dog got STABBED! with a KNIFE!!!’ brigade, is about police forces wrongly classing minor-ish violent crime committed with the intent of inflicting majori-ish violent crime as ‘other violent crime’ (in line with how the courts treat these offences) instead of ‘most serious violent crime’ (in line with how the statistical guidelines say you should treat these offences).

Mark Eaton has an excellent piece on this, using the old stats, the new stats and BCS data to make the point that the reclassification changed nothing significant (not least, because only criminal justice wonks look at these subcategories anyway, with reporters and politicians alike dealing solely in ‘reported crime’, ‘reported violent crime’, and specific types of offence). Hooray for the BBC for hiring him and saving me a job…