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...