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

Stephen Whiteside

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands