Essential insights to drive marketing effectiveness
best practice
In the era of ‘prove it or lose it’, marketing leaders can't afford activity that doesn’t show up in commercial results. With consumer spending under pressure, budgets stalling, and only 35% of CFOs agreeing that marketing drives long-term growth, it's never been more important to demonstrate marketing effectiveness.
The updated 2026 edition of 10 Charts to Make You a More Effective Marketer brings together the most popular and powerful charts from Kantar’s Marketing Effectiveness Practice, giving you the evidence you need to make smarter decisions about brand building, performance marketing and budget allocation.
Every chart is based on real data from Kantar’s global databases and the Kantar Blueprint for Brand Growth framework, giving you credible, CFO‑ready evidence to support your marketing decisions.
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Topics covered in the charts
10 Charts to Make You a More Effective Marketer covers a range of pressing topics and questions for marketers, including:
- How to win the battle for balanced effectiveness
Use data to make the commercial case for balancing short‑term sales activation with long‑term brand building. - Brand building and long‑term growth
See how strong brands in the Kantar BrandZ portfolio have outperformed the S&P 500 and MSCI World index over nearly two decades. - Pricing power and resilience
Understand how brands build strong Pricing Power to become more resilient to price changes and command higher prices. - The hidden cost of overinvesting in performance
Learn how overemphasis on performance focused campaigns impacts sales over time. - Creator marketing that actually drives brand KPIs
Discover what percentage of creator content currently clearly links to the intended brand and what the benefit of good integration is. - Why ‘going dark’ is so expensive
Dxplore how cutting marketing spend versus reducing it intelligently impacts brand awareness. - Which channels build brands most cost‑effectively
See comparative data on the brand‑building contribution and cost effectiveness of channels like TV, online video, social platforms and OOH. - How connected campaigns create synergy
Understand the incremental brand impact of campaigns that are well integrated and customised across channels, and the rising share of impact from synergy.
Who this collection is for
10 Charts to Make You a More Effective Marketer is designed for:
- CMOs, Marketing Directors and Brand Leaders who need to defend or grow budgets
- Performance and digital marketers who want to avoid eroding base sales
- Insight, strategy and media teams looking for benchmarks and proof points
- Anyone using the Kantar Blueprint for Brand Growth to guide decisions
Use these charts in board packs, budget discussions, and strategy decks to:
- Strengthen the commercial case for brand building
- Quantify the impact of creative quality, channel mix and integration
- Show the financial risk of cutting spend or going dark
- Align your teams around a shared, evidence‑based view of effectiveness
Frequently asked questions
What is 10 Charts to Make You a More Effective Marketer?
It’s a concise, data‑rich report from Kantar that brings together ten of the most useful charts from our Marketing Effectiveness Practice. It covers topics such as brand versus performance investment, pricing power, creator marketing, going dark, media cost effectiveness and campaign synergy.
Why are these charts important for marketing effectiveness in 2026?
The charts draw on up‑to‑date data from 2006–2025, including Kantar BrandZ portfolios, MMM databases and global CrossMedia studies. They show how strong brands outperform the market, why balance between sales activation and brand building is critical, how connected campaigns now drive a much higher share of brand impact through synergy than a decade ago, and more.
Who created the report?
The report is created by Kantar’s Marketing Effectiveness Practice in the UK, including experts in marketing strategy, creative effectiveness, media effectiveness, MMM and brand equity.
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