The industry that cannot measure its most important asset

Here is a paradox at the heart of modern marketing. Creativity can account for between 50 and 70 per cent of a campaign’s sales uplift. Most senior marketers believe it. The data support it. Yet almost nobody is measuring it properly. A new Global CMO Survey by Gain Theory, which surveyed 115 senior marketing leaders […] The post The industry that cannot measure its most important asset appeared first on Marketing Edge Magazine.

  Business   Jul 14, 2026   0   7  Add to Reading List
The industry that cannot measure its most important asset












Here is a paradox at the heart of modern marketing. Creativity can account for between 50 and 70 per cent of a campaign’s sales uplift. Most senior marketers believe it. The data support it. Yet almost nobody is measuring it properly. A new Global CMO Survey by Gain Theory, which surveyed 115 senior marketing leaders […]

The post The industry that cannot measure its most important asset appeared first on Marketing Edge Magazine.

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