From upper-funnel campaigns to competitor ads and the ‘halo effect’: Analytic Partners outlines ten insights to boost marketing effectiveness

Analytic Partners, a data analytics consultancy and tech firm, has drawn on a vast dataset, covering around 45 nations, to identify several drivers of marketing effectiveness.

Upper-funnel campaigns, delayed advertising effects and the “halo” impact of communications are vital drivers of return on investment (ROI), according to insights from Analytic Partners.

Mike Menkes, a senior vice president at the data analytics consultancy and tech firm, drew on findings gleaned from 45 nations, two million metrics and “hundreds of billions” in marketing expenditure in outlining how to improve effectiveness at the DATAxSCIENCE online conference held by the Advertising Research Foundation (ARF).

Ten of the takeaways from his presentation were:

  1. Upper-funnel campaigns have a greater impact;
  2. “Delayed effects” generate two-thirds of ad impact;
  3. A “halo effect” delivers half...

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