How to Measure Marketing Effectiveness Across Complex Channels

Session Overview

Your dashboard is lying to you.

Most marketers optimise what they can see: clicks, conversions, CPA, ROAS. But those metrics show only a fraction of what actually drives growth. In this keynote, Nikki challenges how we measure marketing across complex channels— because performance metrics capture demand, but they rarely explain where demand came from.

Drawing on global ROI Genome research across 1,000+ brands, APAC case studies, and real commercial examples, Nikki reveals why over-optimising visible channels can quietly shrink revenue by 20–50%, while balanced brand and performance investment can increase revenue ROI by up to 90%.

She breaks down the difference between attribution and incrementality, the commercial impact of creative quality, and why brand acts as a multiplier across every channel.

This session is for marketers who want to measure what truly drives growth and earn credibility by seeing the whole system— not just the last click.

• Myth-busting metrics: Why “what you can measure” isn’t always “what drives growth”
• Attribution vs. incrementality: What each method can (and can’t) tell you
• Budget balance: Avoid revenue loss from over-optimising visible channels
• Brand as a multiplier: How creative quality and brand investment amplify performance outcomes

Speaker

Nikki Taylor

APAC Marketing & Communications Director

Analytic Partners

Nikki Taylor is APAC Marketing & Communications Director at Analytic Partners and has over 20 years’ experience across Asia-Pacific. She specialises in building marketing engines that drive measurable commercial growth and C-suite credibility.

She has led senior marketing and communications roles at global organisations including Google and UPS, working across complex, multi-market environments spanning B2B and B2C. Nikki’s expertise sits at the intersection of brand, performance and commercial strategy, helping organisations connect marketing investment to revenue and long-term value. She is a regular keynote speaker across APAC on marketing effectiveness, measurement and growth.