Nataly Kelly — Chief Marketing Officer, Zappi
Published:
We actually have a framework that looks at a bunch of different things. We call this our sales impact score and it’s a hybrid metric, a roll up metric of five different things. So, we look at purchase uplift… distinctiveness… brand recall… overall emotion… and the top scoring emotion… What the data shows is that entertainment can help, but only when it translates into brand and business outcomes. And that’s how we separate the ads that people talk about the next day from the ads that actually help brands win with consumers and gain market share.
What does Nataly Kelly say on The Agile Brand with Greg Kihlström?
Nataly Kelly, Chief Marketing Officer, Zappi, says: This episode features Nataly Kelly, CMO at Zappi, discussing how to evaluate Super Bowl ad effectiveness beyond short-term buzz. The conversation covers the importance of centering the female audience, the risks and benefits of celebrity usage, and a data-driven measurement approach (Zappi's 'sales impact score') that links creative entertainment to brand recall, purchase uplift, and long-term business outcomes.
From: The Agile Brand with Greg Kihlström
Cite as: Nataly Kelly. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/nataly-kelly-we-actually-have-a-framework-that-looks-at-a-bunch-of-differ