Hey Andy,
"Prove it."
Sound familiar? 😅
You've probably heard Finance say it at least once when you've tried justifying more brand budget, and it's the hardest thing for marketers to prove right now.
Awareness feels important to marketing teams, but having proof that it's actually doing something for your brand is what really matters to Finance.
To help close the gap between awareness and proof, we teamed up with our friends at Charlie Oscar and combined their data with Tracksuit's brand insights to see what the actual connections are between funnel metrics and commercial outcomes.
Here's what the data showed:
- A 10% rise in investigation → 50% increase in branded search volume
- A 10% rise in preference → 27% increase in share of search
- A 10% rise in awareness → 20% uplift in organic revenue, sustained over months
There's a measurable line running from what you spend on brand to what lands on the P&L.
And we wrote up the full analysis, including how we built the model, in our new report with Charlie Oscar.
