B
Evidence Grade B
Graded
under review
Safe to Cite
Current
18%
18% -- incremental sales increase for Brands correctly balancing brand building and performance advertising (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
18%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
NUZO in collaboration with Netcomm and Università Bocconi (Prof. Luca Buccoliero)
Primary
Tier B
https://www.nuzo.it/whitepaper-netcomm/ ↗
Source Article
Whitepaper Netcomm
In collaborazione con
Il nuovo whitepaper NUZO
Your ROAS is a lie
Scopri come bilanciare brand building e performance advertising per ottenere crescita sostenibile. Identifica le nuove metriche di business da monitorare nel digital marketing e nell’e-commerce scale up.
Di cosa parliamo nel paper e p…
Original Research
NUZO in collaboration with Netcomm and Università Bocconi (Prof. Luca Buccoliero)
· Original study ↗
Methodology
Claimed +18% lift in incremental sales from correctly balancing brand and performance advertising; methodology not disclosed on landing page.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Brands correctly balancing brand building and performance advertising: 18% incremental sales increase. Source: NUZO in collaboration with Netcomm and Università Bocconi (Prof. Luca Buccoliero) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-performance-incremental-sales-18
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<blockquote cite="https://lighthousedata.io/data/brand-performance-incremental-sales-18" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18%</strong> -- incremental sales increase for Brands correctly balancing brand building and performance advertising<br><small>Source: NUZO in collaboration with Netcomm and Università Bocconi (Prof. Luca Buccoliero) (2026) · <a href="https://lighthousedata.io/data/brand-performance-incremental-sales-18" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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