Is ‘measurement culture’ killing creativity?


Data has redefined the marketing game in the last decade. Before, marketers would pump content out to their chosen medium and judge its success based on any increase in sales. Now, they sit on top of a pile of data that can tell them exactly how their campaigns are performing.

But is this ocean of data putting the focus of modern marketing too heavily on analysis, measurement and insight at the cost of creativity?

This seems to be a common view, according to a survey of 250 marketing decision-makers, with 72% saying that a ‘measurement culture’ is killing creativity. 64% said that the focus on measurable results meant that senior management were unwilling to support brand-building. – Read