The nine golden rules of measurement

A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.

The decline in creative effectiveness through the 2010s has been much discussed, with plenty of potential reasons cited. Marketers have been accused of a short-termist myopia, of being too rational, too left-brained, and of focusing on awards and not business impacts. As well as this, it has been argued that measurement is to blame: by concentrating on data and not on gut feel, have marketers lost the essence of what constitutes great advertising?

As part of Thinkbox’s Demand Generationevent in November 2019, I put forward a case that measurement as a practice is not to blame, but that...

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