Gain Theory has been named a Leader in The Forrester Wave™: Marketing Measurement and Optimization Services, Q1 2026. Why should marketers take note of this achievement?
To us, this recognition demonstrates that Gain Theory is at the forefront of helping brands make data-driven decisions that substantially impact their bottom line and unlock new opportunities.
We believe it signifies our proven ability to translate complex data into clear, actionable strategies that fuel sustained, profitable growth – both now and in the future.
In today’s increasingly complex and competitive marketing landscape, partnering with Gain Theory means collaborating with experts who not only master the nuances of industry best practice but also bring an unwavering commitment to innovation.
What advice do you have for marketers who are thinking about investing in marketing mix modeling (MMM) for the first time or changing their existing provider?
There are four things that marketers should consider when making this critical strategic decision.
First, ensure you have clarity on your objectives and key business questions. What problems do you need to solve? For example, are you looking to optimize budget allocation, uncover the long-term impact of brand building, identify audience targeting opportunities, or measure and optimize creative impact?
Second, insist on transparency and interpretability. An effective MMM solution is never a black box. Your provider should clearly explain their methodology, data inputs, assumptions, and how results are derived. This transparency is crucial for building trust and transforming insights into action with confidence.
Third, value actionability as highly as accuracy. The most valuable model is one that enables you to make better decisions. Ensure insights are practical, granular and can be integrated into your planning cycles.
Finally, choose a partner, not a vendor. Look for a provider that understands your business, embraces your unique challenges, and can adapt their approach to your evolving needs. A partner will provide ongoing support, strategic guidance, and help you to continuously refine your measurement strategy to stay ahead of the competition.
What will be the most important marketing effectiveness trend in 2026?
Creative effectiveness – mainly because there is so much exciting innovation in this space. This is being led by advances in AI, which can process vast, disparate datasets and seamlessly integrate into MMM and incrementality testing frameworks.
As a result, a more holistic understanding of marketing’s impact is possible. We can interrogate the effectiveness of all marketing elements more accurately, including the nuanced power of creative performance. Marketers will increasingly lean on AI not only to identify what creative resonates, but also why it resonates. Unearthing these insights will unlock greater value from marketing investments.
Read more: Creative Effectiveness Decoded: A Guide to Data-Informed Creative Impact
What’s the most innovative campaign you’ve seen recently?
Without a doubt, the TD Super Portfolio ad stands out as one of the most innovative and effective I’ve seen recently. I had the privilege judging this campaign during the Echo awards, and it immediately struck me as genuinely insightful and uniquely valuable.
Instead of traditional product promotion, the ad embraced a brilliant, counter-intuitive strategy. It showcased the impressive performance of companies that advertise during the Super Bowl, skilfully positioning them as investment opportunities.
By delivering a genuinely useful piece of financial insight, it shifted the conversation from “TD Bank is here” to “Here’s an interesting investment thesis, brought to you by TD Bank.”
It demonstrated how marketing can be truly influential when it delivers tangible value, sparks curiosity, and educates its audience, rather than just broadcasting messages.
What else have you watched, read, seen, or listened to recently that you’d recommend?
Taking inspiration from my previous answer, I’d like to offer a counter-intuitive recommendation: close the book, turn off the screen, remove your ear buds, and engage in the timeless art of human conversation over coffee.
Yes, we’re on the cusp of an AI revolution and the technological advancements are breathtaking. AI will undoubtedly transform what we do and how we do it, unleashing unparalleled analytical power and efficiency. Yet, at its very core, marketing remains an inherently human endeavour: it’s about deeply understanding and authentically connecting with people.
No algorithm, however sophisticated, can truly replicate the nuance, empathy, and serendipitous insights you gain from simply listening, observing, and engaging with another human being.
These interactions – whether with a client, a prospect, a colleague from another department, or even a friend in a different industry – provide a depth of understanding about motivations, pain points, and aspirations that no dataset alone can convey.
So, go grab that coffee and enrich your understanding through the timeless art of conversation!
Contact Karen to arrange a coffee and a chat about any of the subjects raised in this Q&A.
