About
Improving marketing effectiveness shouldn’t rely on guesswork or weeks of manual analysis. With Aether, marketing teams can combine their historical campaign data, brand strategy materials, and research sources to stress test hypotheses and identify what’s really driving performance.
Explore which campaign types perform best, track how effectiveness changes over time, and uncover actionable insights to refine your marketing strategy. All within minutes.
Quick Steps
1. Upload your context and data
Add historical campaign performance data alongside supporting materials like brand strategy documents, tone of voice guidelines, campaign briefs, and best-practice research. This gives Aether a full view of both performance and intent.
2. Define your focus questions
Frame the hypotheses you want to test. For example, “Do consistent, repeat campaigns outperform one-off bursts?” or “Which creative or messaging frameworks drive the strongest awareness and brand lift?”
3. Create your prompt
Ask Aether to analyse campaign effectiveness over time, compare results across campaign types, and highlight which strategies deliver the greatest long term impact. You can also guide it to explore improvements or gaps relative to your brand strategy.
4. Review the insights
Aether generates a research style report that visualises campaign trends, tests your hypotheses, and surfaces clear takeaways. It can include areas to double down on and those needing refinement.
5. Apply and evolve
Use the findings to inform upcoming campaign plans, validate your brand strategy, and identify new opportunities for continuous improvement. Aether acts as both an analyst and a research partner, helping teams test ideas faster and smarter.
Try it out yourself
Copy and paste the prompt below into your output description, and customise the hypotheses you want to test and focus questions you want answered in your own 'Brand Strategy Stress Test' output:
Purpose:
To help the Chief Marketing Officer explore historical campaign data and evaluate overall campaign effectiveness over time. The report should analyse performance trends, what types of campaigns (one off or consistent) are driving the strongest results, and test our key hypotheses.
Underlying hypotheses to explore:
- Recent campaign activity is performing better overall.
- Consistent, repeat campaigns outperform one-off activity.
Focus questions:
Please analyse and compare results within campaigns, between campaigns, and against the baseline results, focusing on:
- How are different metrics trending over time? Which areas are improving or declining? Through to 2025
- How are key brand metrics performing across our main recurring campaigns?
- Do consistent campaigns (those that run year-on-year) perform better than one-off campaigns?
- Which metrics, relative to the all-campaign norm, are performing best (to double down on) and which are performing worst (to address)?
Additional guidance:
Provide a clear, insight-driven narrative that helps the CMO understand:
- Which trends are statistically or directionally meaningful.
- Where performance has improved or declined over time.
- What actions or strategic considerations emerge from the data.
Summarise the key takeaways clearly and highlight implications or next steps that the marketing team should consider.