Are you in the '15%' club?

"What does it take to pack a business punch? Samsung Electronics, Beiersdorf and Analytic Partners lift the lid on 25 years' worth of data across 50+ countries at The Drum Live, to reveal the three ways brands can break into top performer territory. "Marketing is responsible for about 15% of total business impact on average," says Kevin O'Farrell, vice-president, Analytic Partners. But the difference between being stuck at the bottom and breaking into the top tier, he says, comes down to getting the fundamentals right."

"And he's got the facts to back it up: this speed session on marketing effectiveness lifted the lid on 25 years of data across 50+ countries, 1,000+ brands, and billions in marketing spend - all number crunched by Analytic Partners' ROI Genome marketing intelligence platform. Speaking alongside Rupesh Patel, head of insights at Samsung Electronics UK, and Christian Jähnert, regional data & analytics lead, Beiersdorf, O'Farrell and the panel explored the three killer facts that get brands into that 15% club and beyond."

"1. Optimize your mix The panel began by tackling fragmentation in the media landscape. Once-reliable channels, like TV, now sit below the indexed ROI average, revealed the ROI Genome data. But that opens the door for CTV, influencer partnerships, radio, and podcasts to deliver incremental gains. With new channels, fluctuating CPMs and shifting audience habits, finding the right mix is critical, agreed the panel. It's about knowing your product and audience - then building the right channel mix around them, said Patel."

Marketing delivers about 15% of total business impact on average. Analysis across 25 years, 50+ countries, and 1,000+ brands shows the gap between low and top performers depends on fundamentals. Brands must optimize media mix to adapt to fragmentation, shifting CPMs and audience habits, prioritizing channels like CTV, influencers, radio and podcasts where ROI is incremental. Brands must play a long game and adopt step-by-step testing rather than flipping budgets overnight. Knowing product and audience enables better channel selection. Analytic Partners' ROI Genome platform aggregates billions in spend to inform these effectiveness insights.

Read at The Drum