During the influence module, we determine whether and to what extent the campaign made the target audience think and act differently towards the brand. Here we consider the effectiveness of the campaign in terms of shifting brand awareness, familiarity and equity as well as its ability to stimulate behavioural responses ranging from propensity to seek information, recommend, purchase to actual purchase. Importantly, we not only focus on the effectiveness of the campaign as a whole, but also consider the effectiveness of disciplines, channels and executions working together in various combinations. This leads to powerful insights about the relative effectiveness of different combinations of disciplines, channels and executions, which can be used to guide future investment in communications.