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What is Halo effect? – Data Science for CMOs episode 3

a low impact or spillover effect are two terms that describe the same thing and a low impact or spillover effect are two the spillover effect is normally used in terms that describe the same thing and the statistical world in the marketing the spillover effect is normally used in world for various reasons people tend to the statistical world in the marketing use the halo impact the way we use it world for various reasons people tend to in marketing is to quantify let’s say I use the halo impact the way we use it promote Philips razors then that in marketing is to quantify let’s say I normally has a positive effect on promote Philips razors then that Philips dishwashers so there’s a normally has a positive effect on spillover effect on other products in a Philips dishwashers so there’s a portfolio of carrying the same overall spillover effect on other products in a brand so the other day I was having portfolio of carrying the same overall lunch with the CMO of a very nice brand so the other day I was having company here in Sweden she was very lunch with the CMO of a very nice frustrated over the fact that she had company here in Sweden she was very run really good branding campaigns in TV frustrated over the fact that she had and radio and then and for whatever run really good branding campaigns in TV reason the head of performance marketing and radio and then and for whatever What is Halo/spillover effect is actually not under her he is running reason the head of performance marketing a separate team and he was in the is actually not under her he is running management meeting taking all the a separate team and he was in the credits for the higher conversions that management meeting taking all the I’ve seen in Google and she obviously credits for the higher conversions that understands that she’s been driving that I’ve seen in Google and she obviously with a lot of great branding but he understands that she’s been driving that didn’t give it her that credit so that’s with a lot of great branding but he an example where you and you don’t look didn’t give it her that credit so that’s at the halo in fact the spillover effect an example where you and you don’t look you can think that oh the attribution of at the halo in fact the spillover effect this specific channel or type of you can think that oh the attribution of campaign is very very high but it’s this specific channel or type of actually driven by other things if you campaign is very very high but it’s don’t look at that and don’t understand actually driven by other things if you the halo impact you can make really bad don’t look at that and don’t understand decisions the halo impact you can make really bad