Personalising with first-party data doubles what a challenger brand can take from a leader

hotel preference share

doubled

25%

before personalisation

→

51%

with personalisation

StatBrand Strategy

When those same invented brands tailored their propositions using simulated first-party data, the gain rose to between +10 and +26 percentage points of preference share. In the hotel category the invented brand went from 25% preference to 51%, overtaking the shopper's first choice.

Source

The Effectiveness Equation - Google Market Insights EMEA, with Kantar, Nielsen, Ekimetrics, Ipsos MMA, the Behavioural Architects and WARC (2025)

Michal Protasiuk, Ahmet Bas, Jonas Christensen, Vanessa Bruns, Emily Allen and Jonny Protheroe (Google Market Insights, EMEA)

Figures 19 and 21, p. 55-56, The Effectiveness Equation (2025), Google/The Behavioural Architects, UK, n=5,500 in-market shoppers, Apr 2024

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PrincipleMarketing measures itself on only one side of the profit equation StatMost organisations have no agreed definition of what marketing effectiveness means StatBrands with pricing power command roughly twice the price of brands without it StatPricing power comes from meaningful difference, not from salience CaseA UK skincare brand turned a 2% revenue increase into 7% by lowering its price elasticity first PrinciplePromotion-heavy communication raises price sensitivity; balanced brand building lowers it StatPricing power and resistance to price rises correlate strongly and measurably StatHalf of advertising's sales effect arrives after the fourth month StatMedia returns peak with roughly half to sixty per cent of the budget in brand building StatRaising brand awareness lifts short-term sales as well as long-term ones WarningWinning back share costs nearly twice what cutting the budget saved WarningEvery dark quarter costs future revenue that takes years to rebuild