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# Gain Theory | A Marketing Effectiveness & Foresight Consultancy

## Sitemaps
[XML Sitemap](https://gaintheory.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [Four Key Takeaways from Creative Effectiveness Decoded: The Global CMO Survey](https://gaintheory.com/four-key-takeaways-from-creative-effectiveness-decoded-the-global-cmo-survey/): Ask a marketing leader if their creative is working, and the answer is almost always a resounding "yes." But ask them to prove it to a CFO using hard business outcomes and that confidence starts to look misplaced.
- [Gain Theory & NBCU: A Balanced Media Mix is Key to Growth – as featured in Marketing Dive](https://gaintheory.com/gain-theory-nbcu-a-balanced-media-mix-is-key-to-growth-as-featured-in-marketing-dive/): Marketers face increasing pressure to prove short-term ROI, often leading to over-investment in lower-funnel social and digital tactics. While seemingly efficient, this unbalanced approach can harm overall performance and long-term growth. In an article for Marketing Dive, our Senior Director Laura Laird shared joint research with NBCUniversal that proves the significant, foundational value premium video adds to a media plan.
- [Beyond data, analytics: Research reveals the real reasons why marketing insights don’t get actioned](https://gaintheory.com/beyond-data-analytics-research-reveals-the-real-reasons-why-marketing-insights-dont-get-actioned/): Closing the insight-to-action gap would be a simple fix for marketers if the gap only existed in one place. But new data from our Insight-to-Action survey confirms it doesn't. Insight quality, execution issues, and organizational culture are all factors, according to senior marketers from a range of global brands.
- [Introducing… Marin Southon, Senior Director, Client Success](https://gaintheory.com/introducing-marin-southon-senior-director-client-success/): I see it as more of an evolution than a transition. The core of my previous work was taking a brand’s global media strategy and making it land in local markets. That sounds straightforward until you're sitting in front of a local team who have their own pressures, their own stakeholder dynamics and their own valid reasons why the global plan doesn't quite fit their reality. My job was to understand that and bridge the gap between global ambition and local execution.
- [How to close the insight-to-action gap: Be clear-eyed about purpose, get out of your comfort zone, secure buy-in](https://gaintheory.com/how-to-close-the-insight-to-action-gap-be-clear-eyed-about-purpose-get-out-of-your-comfort-zone-and-secure-buy-in/): If your marketing insights are consistently failing to drive action, it’s unlikely to be because they aren't good enough. It's more likely that your organization isn't quite ready to act on them.
- [Introducing… Michael Penfold, Senior Director, Analytics](https://gaintheory.com/introducing-michael-penfold-senior-director-analytics/): The economic uncertainty we’re in means a lot of brands are asking us questions about what the future impact of a range of factors might be on their business.
- [Introducing… Fergal Smithwick, Senior Director, Client Success](https://gaintheory.com/introducing-fergal-smithwick-senior-director/): The strategic pivot CPG brands are making in response to the UK’s new High in Fat, Sugar, Salt (HFSS) advertising regulations has been really interesting. It has forced a much-needed return to building brand equity and a move away from an over-reliance on performance marketing. A recent article by Mark Ritson described this as a “gift to marketers” – a perspective I find spot on.
- [Why 88% of marketers aren’t capturing marketing value and 5 ways to solve it](https://gaintheory.com/why-marketers-arent-capturing-marketing-value/): Declining confidence in marketing measurement is one of the worrying but unsurprising themes I’ve read about as we start 2026. Take Forrester’s most recent predictions report for B2C marketing as one example. It forecast that confidence in marketing measurement will fall by 7% this year – from a relatively healthy starting point of 79%. The global research firm cited the rise of open-source marketing mix modelling (MMM) methodologies and data transparency concerns as reasons for the decline.
- [Introducing… Tasha Webb, Head of Data](https://gaintheory.com/introducing-tasha-webb-head-of-data/): Gain Theory’s ambition to accelerate client growth by putting data-informed insights at the heart of every investment decision they make was compelling. It felt like the right place for me contribute my skills.
- [Introducing… Karen Kaufman, Global Growth Officer](https://gaintheory.com/introducing-karen-kaufman-global-growth-officer/): 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.
- [How smarter measurement is helping BetMGM to deliver more effective marketing](https://gaintheory.com/how-smarter-measurement-is-helping-betmgm-to-deliver-more-effective-marketing/): When it comes to marketing effectiveness, the most successful brands are the ones who measure smarter. In my experience, they do three things better than anyone else:
- [The real power of your brand is its ability to charge a price premium](https://gaintheory.com/the-real-power-of-your-brand-is-its-ability-to-charge-a-price-premium/): What is your brand’s superpower? Perhaps you think it’s the trust your customers have in the product or service you offer, the availability provided by an exclusive distribution deal, or the awareness created by a successful advertising campaign. All these superpowers are important, but marketers should have more confidence in their ability to demonstrate how their brand influences pricing.
- [Introducing… Robert Schaetz, Senior Director, Client Success](https://gaintheory.com/introducing-robert-schaetz-senior-director-client-success/): I saw a noticeable shift in focus from purely technical advancements in analytics toward their broader organizational impact. While previous conferences were often centered around showcasing new data tools and methodologies, this event emphasized the importance of client delivery, leadership buy-in, and internal transformation.
- [Introducing… Jon Webb, Global Head of Advanced Analytics](https://gaintheory.com/introducing-jon-webb-global-head-of-advanced-analytics/): Are we focused on the right KPIs? There’s always a huge focus on marketing return on investment (MROI), and that’s natural. With large sums of money being invested in media and marketing we do need to be able to report back on what impact it has had on hard business metrics. But MROI is an efficiency metric – once a budget has been allocated, how do we best use it. There are other more important questions that relate to the effectiveness of media and marketing. Effectiveness relates to KPIs such as like-for-like sales growth and increased market share. These growth KPIs tend to be more strongly correlated with movements in stock prices, something the C-Suite will tend to focus on.
- [Introducing… Lizzie Brookes, Partner](https://gaintheory.com/introducing-lizzie-brookes-partner/): I’ve worked with some global sports brands recently and the biggest lesson I've learned is that sponsorship requires strategic activation to truly deliver ROI.
- [How advertising drives growth: Three key takeaways from our new report](https://gaintheory.com/how-advertising-drives-growth-three-key-takeaways-from-our-new-report/): Understanding the contribution that marketing – and advertising in particular – makes to business growth is crucial to the success of both marketers and the companies they work for. But we know marketers often lack the confidence and the ability to demonstrate the value their work delivers.
- [Introducing… Laura Laird, Director, Client Success](https://gaintheory.com/introducing-laura-laird-director-client-success/): Since moving from London to San Francisco three years ago, I’ve been working with a lot of West Coast-based companies, especially those in the tech sector. I’m continually surprised by the pace these companies operate at – they’re super data driven and make informed decisions very quickly.
- [Marketing Effectiveness Unlocked: Introducing Gain Theory’s AI-powered podcast](https://gaintheory.com/marketing-effectiveness-unlocked-introducing-gain-theorys-ai-powered-podcast/): That's why I'm excited to share something new we've been working on: Marketing Effectiveness Unlocked, an AI-powered podcast featuring Alex, Gain Theory’s AI Persona.
- [How Australian CMOs are building a culture of effectiveness with data-driven decisions](https://gaintheory.com/how-australian-cmos-are-building-a-culture-of-effectiveness-with-data-driven-decisions/): Helping to create a culture of data-driven decision-making is something I care about passionately, so it was a pleasure to host a discussion on this topic with three leading Australian marketers at an AANA Masterclass event in April.
- [Standard Chartered: How marketing builds trust and positions itself as a growth engine](https://gaintheory.com/standard-chartered-how-marketing-builds-trust-and-positions-itself-as-a-growth-engine/): Articulating the value of marketing, knowing what is effective, and bringing people together are three things marketers need to focus on doing to improve their relationship with the c-suite and drive growth through measurement, according to Standard Chartered’s Jyane Quek.
- [Retail media: Why advertisers need to address how different teams collaborate to ensure success](https://gaintheory.com/retail-media-why-advertisers-need-to-address-how-different-teams-collaborate-to-ensure-success/): Marketers are investing in retail media networks (RMNs) in record numbers. Retail media will account for $177.1 billion in global ad revenue in 2025, surpassing total TV revenue for the first time, according to GroupM.
- [Why data-informed foresight is key to conquering economic chaos](https://gaintheory.com/why-data-informed-foresight-is-key-to-conquering-economic-chaos/): "Paralyzed." That's how the New York Times describes marketers facing today's economic headwinds. Tariffs, inflation, geopolitical turmoil – it's a recipe for inaction. But taking a "wait and see" approach is not the answer. The good news is data-driven foresight can help to turn uncertainty into a competitive advantage.
- [Introducing… Kelly Manning , Business Development Director, North America](https://gaintheory.com/introducing-kelly-manning/): There were a few key factors that drew me to Gain Theory: the company culture, impressive client base, and leadership position in marketing measurement and optimization.   
- [Introducing… Matthew Chappell, Global Client Success Officer](https://gaintheory.com/introducing-matthew-chappell-global-client-success-officer/): We do two things in Client Success. First, we convert the in-depth analysis created by our data and analytics teams into data-led stories that drive change for the organizations we work with. Second, we ensure that our clients have an amazing experience with us.
- [Introducing… Marina Stuefer, Senior Client Leader](https://gaintheory.com/introducing-marina-stuefer/): One of our CPG clients launched an AI-driven ad campaign at the end of 2024. By AI-driven, I mean the creative was generated almost entirely using AI. What’s exciting is that we’re in the process of measuring how effective it was. Specifically, we want to find out to what extent the campaign drove incremental sales and compare this to previous campaigns that were not created using AI. Given that gen AI remains a huge topic of conversation in the industry, I think a lot of brands will be interested in learning how this campaign performed.
- [Is your marketing effectiveness program built to last? 5 questions you need to ask](https://gaintheory.com/is-your-marketing-effectiveness-program-built-to-last-5-questions-you-need-to-ask/): Developing a best-in-class marketing effectiveness program requires time, effort, and commitment – but the rewards are worth it.
- [Profit Ability 2: Three key takeaways that prove advertising really is effective](https://gaintheory.com/profit-ability-2-three-key-takeaways-that-prove-advertising-really-is-effective/): It’s also the time that’s elapsed between the publication of Profit Ability – the award-winning, UK-focused report into how to effectively measure the long-term impact of advertising – and its follow up Profit Ability 2, which launched in November and won The Market Research Society award for application of analytics. 
- [Introducing… Felix Bullinger, Senior Client Leader](https://gaintheory.com/introducing-felix-bullinger-senior-client-leader/): I spent the last decade as a global client lead applying the results of effectiveness analyses for a range of brands and sectors, but I was keen to learn about new analytical techniques and understand how to optimize clients’ overall marketing investments, not just media.  
- [Unlocking creative effectiveness: How to bridge the gap between creativity and analytics](https://gaintheory.com/how-to-bridge-the-gap-between-creativity-and-analytics/): Contact Shawn to discuss more about how to unlock creative effectiveness.
- [Let’s get real, marketing effectiveness requires much more than a trendy new MMM](https://gaintheory.com/marketing-effectiveness-requires-much-more-than-a-trendy-new-marketing-mix-modeling/): Marketing effectiveness can feel like starting a daunting new fitness regime, but businesses that follow a holistic program can unlock big rewards. New research has found that Australian companies with advanced marketing effectiveness capabilities also record strong revenue growth.
- [Introducing… Rachel Brook, Global Client Growth Leader](https://gaintheory.com/introducing-rachel-brook-global-client-growth-leader/): Rachel discusses the rise of retail media and other emerging trends, how marketing effectiveness helps with business challenges, and why Dark Matter is a must-watch.
- [It’s time to re-evaluate how we measure creative effectiveness](https://gaintheory.com/its-time-to-re-evaluate-how-we-measure-creative-effectiveness/): Demonstrating creative effectiveness isn’t easy. One of the biggest challenges facing marketers is that many of the solutions available to them don’t do an accurate job of measuring how advertising creative links to sales and media spend.
- [How advanced marketing measurement can drive revenue growth](https://gaintheory.com/how-improving-marketing-measurement-can-drive-revenue-growth/): But research we’ve undertaken shows that not all measurement strategies are created equal. Companies whose marketing measurement performance is rated as ‘good’ have almost 50% probability of recording revenue growth in excess of 5%. In contrast, companies whose marketing measurement performance is rated as ‘poor’ have just a 5% probability of achieving the same result.
- [Defining success is one of the most important but overlooked ways to improve your marketing effectiveness strategy](https://gaintheory.com/defining-success-marketing-effectiveness-strategy/): To fix this, there is a need to understand the importance of defining success and putting the right foundations in place. Adding more datasets or a new measurement tool is like adding more players to a football match that you don’t have a game plan for.
- [How to make data-informed decision-making more rewarding for your organization](https://gaintheory.com/how-to-make-data-informed-decision-making-more-rewarding/): Ensuring that data, analytics, and insights employees feel fulfilled, and that the business utilizes data-informed decision-making to drive growth requires time, effort, and commitment. One of the most impactful things you can do to make it rewarding is to incentivize and evaluate employees for using data and insights appropriately in their work.  
- [How granular geographic data delivers privacy-compliant insights and improves effectiveness](https://gaintheory.com/granular-geographic-data-delivers-near-time-privacy-compliant-insights/): The good news is there is an approach that can square this circle and deliver granular, privacy-compliant insights that can help to mitigate the current challenges.
- [Unlock growth in 2026 with our trusted marketing effectiveness framework](https://gaintheory.com/marketing-effectiveness-strategy/): Is your marketing effectiveness strategy set up to succeed in 2026? This is an important question – whatever sector you work in and wherever in the world you operate – as marketers gear up for what are sure to be another volatile 12 months. From ongoing macroeconomic uncertainty to AI, data and privacy issues, 2026 is going to be challenging to navigate.
- [Introducing… Alan Bloodworth, EMEA & APAC CEO](https://gaintheory.com/introducing-alan-bloodworth-emea-apac-ceo/): Alan discusses marketing effectiveness in APAC, how diversity benefits our work, and why he’s a fan of a new Coca Cola ad and film score composer Hans Zimmer.
- [What role can generative AI play in marketing effectiveness?](https://gaintheory.com/gen-ai-marketing-effectiveness/): The potential of generative AI to revolutionize marketing has been widely reported and discussed this year. McKinsey has estimated that gen AI could increase the productivity of the marketing function by a value between 5 and 15 percent of total marketing spend, while a Bloomberg Intelligence report suggested gen AI-driven ad spend is set to grow by 125% to $192b over the next 10 years. 
- [How mastering the power of foresight helps marketers to plan more effectively](https://gaintheory.com/foresight-helps-marketers-to-plan-more-effectively/): Companies are not feeling optimistic about their future performance. The OECD’s Business Confidence Index, which tracks this emotive but important indicator on a monthly basis, has been in negative (or pessimistic) territory since September 2022. That’s perhaps unsurprising given war in Europe and the Middle East, historically high inflation, interest rates and tariffs, as well as technology-driven changes in consumer behavior. However, businesses can mitigate the effects of this uncertainty if they bake foresight into their planning.
- [Introducing… Aleksandr Feygis, Partner](https://gaintheory.com/introducing-aleksandr-feygis-partner/): Alex discusses how he’s helping companies to find the right balance between performance marketing and brand building, why he loves a recent Apple ad, and what makes a great presentation. 
- [Introducing… Manjiry Tamhane, Global CEO](https://gaintheory.com/introducing-manjiry-tamhane-global-ceo/): As Gain Theory celebrates 50 years of innovation, Manjiry looks back on some of our key milestones, highlights the importance of diverse thinking, and explains why a Cadbury advert impressed her.
- [Driving growth with data: How marketers can help brands to overcome the barriers](https://gaintheory.com/how-to-drive-growth-with-data/): I’m fascinated by how businesses can transform performance through data, AI, technology, and advanced analytics. One piece of research that I’ve been following with interest is Forrester’s The State Of The Insights-Driven Business. 
- [Introducing… Claudia Sestini, Global CMO](https://gaintheory.com/introducing-gain-theory-cmo-claudia-sestini/): Claudia discusses Gain Theory’s purpose, what marketers need to be thinking about in the current climate, and which author she finds unputdownable.
- [How marketing can strengthen its alliance with finance](https://gaintheory.com/marketing-roi-alliance-with-finance/): The relationship between marketing and finance is arguably one of the most important in any business. When these two groups share the same vision and work together to quantify marketing's contribution to the business, the company has a greater chance of accelerating growth.
- [Introducing… Sam Fellows, Managing Partner](https://gaintheory.com/introducing-sam-fellows-managing-partner/): Sam discusses the value of brand-led marketing, why a recent McDonald’s campaign caught his attention, and which books he recommends to better understand what the future might look like.
- [Introducing… Zosia Jakobek, Senior Director](https://gaintheory.com/introducing-zosia-jakobek-senior-director/): Zosia discusses what Gain Theory has been doing during Women’s History Month, why We Buy Any Car’s latest campaign caught her attention, and which podcast is a must-listen.
- [6 things marketers can do to boost effectiveness by being more data-driven](https://gaintheory.com/data-driven-tips-for-more-effective-marketing/): Discussions about improving marketing effectiveness can often focus on the different measurement approaches and advanced analytics tools that marketers should employ.
- [Introducing… Maria Fadeeva, Partner](https://gaintheory.com/introducing-maria-fadeeva-partner/): Florida-based Maria explains why creative effectiveness is a hot topic currently, which Super Bowl ads resonated with her, and why she loves working in the data and analytics industry.
- [3 ways marketers can combat uncertainty and build confidence](https://gaintheory.com/how-to-build-confidence-when-marketing-in-uncertainty/): To build resilience, get deeper insights, and ensure you have the budget you need to succeed when marketing in uncertainty, there are three things you should consider.

## Pages
- [Creative Effectiveness Decoded: The Global CMO Survey](https://gaintheory.com/creative-effectiveness-decoded-the-global-cmo-survey/)
- [Home](https://gaintheory.com/)
- [Unfinished Business: Closing the Insight-to-Action Gap](https://gaintheory.com/unfinished-business-marketing-effectiveness-transformation-report/)
- [Gain Theory recognized as a Leader in marketing measurement and optimization by global independent research firm](https://gaintheory.com/forrester/): Gain Theory has been named a Leader in The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023.
- [Who we do it for](https://gaintheory.com/who-we-do-it-for/)
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- [Making MMM Fit for 2026: An Essential Guide for Marketers](https://gaintheory.com/marketing-mix-modeling-an-essential-guide-for-marketers/)
- [Gain Theory MMM: Beyond Marketing to Accelerated Business Growth](https://gaintheory.com/gain-theory-mmm-beyond-marketing-to-accelerated-business-growth/): Your marketing investments are delivering more value than traditional ROI metrics can reveal. Gain Theory’s Marketing Mix Modelling solution connects every investment to business-level KPIs, empowering you with forward-looking scenario planning that model real-world changes before they happen, combined with 50+ years of innovation.
- [Creative Effectiveness Decoded: A Guide to Data-Informed Creative Impact](https://gaintheory.com/creative-effectiveness-decoded-a-guide-to-data-informed-creative-impact/)
- [Measure. Optimize. Thrive. How to demonstrate advertising’s value and boost growth](https://gaintheory.com/measure-optimize-thrive-how-to-demonstrate-advertisings-value-and-boost-growth/)
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- [Unlocking revenue growth with marketing effectiveness: Insights for Australian marketers](https://gaintheory.com/unlocking-revenue-growth-marketing-effectiveness-australia/)
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- [Accelerating growth with marketing effectiveness: A playbook](https://gaintheory.com/accelerating-growth-marketing-effectiveness/): Accelerating growth with marketing effectiveness: A playbook is a white paper from WARC and Gain Theory that outlines a new framework for brands that want to develop advanced marketing effectiveness capabilities. It provides practical recommendations based around four key building blocks and two accelerators of best-in-class marketing effectiveness. Download your free copy by filling in the form.
- [Gain Theory: 50+ years of innovation](https://gaintheory.com/50-years-innovation/)
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- [Client policy](https://gaintheory.com/client-policy/): Where our Clients or Prospects have chosen to engage with Gain Theory (“we”, “us”, or “our”), either before or after entering into a business agreement, we are the controller of any personal data about your business or employees that you choose to give us and are therefore responsible for processing it in accordance with the law. This excludes any personal data that you specifically ask us to process as part of the “Services” we will provide.
- [California supplier policy](https://gaintheory.com/supplier-policy-california/): Date Last Updated: 07/06/2023
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- [Terms](https://gaintheory.com/terms/): Last updated: October 1st 2022

## Banners
- [Forrester Banner 2026](https://gaintheory.com/banner/forrester-banner-2026/)

## Events
- [Closing the Value Gap: Proving Marketing’s Impact on Business](https://gaintheory.com/event/closing-the-value-gap-proving-marketings-impact-on-business/): Hosted by the Association of National Advertisers in partnership with Gain Theory, this one-day, members-only conference will feature marketers presenting a wide range of measurement topics, challenges, and opportunities you won’t want to miss. Elevate your measurement practice with a full day of expert-led discussions, interactive Q&A sessions, and valuable networking with peers.
- [2026 ANA Measurement & Analytics Conference](https://gaintheory.com/event/2026-ana-measurement-analytics-conference/): Join Gain Theory at the upcoming ANA Measurement and Analytics conference!  In an era of rapid transformation, measurement remains the foundation of marketing success. This conference will explore the evolving measurement landscape and equip marketers with the insights, tools, and strategies they need to drive smarter decision-making and business growth.   Gain Theory will be speaking at this conference. More details on our session to be announced soon. In the meantime, if you’re planning to attend and would like to speak to a member of our team, fill out the form to book in a meeting.  
- [Cannes 2026](https://gaintheory.com/event/cannes-2026/): Gain Theory will be leading inspiring intelligence sessions with brand-side marketers at Cannes to explore how Fortune Favours the Brave and the Informed.
- [2026 ANA Media Conference](https://gaintheory.com/event/2026-ana-media-conference/): Join Gain Theory at the ANA Media Conference! 
- [2026 – ANA Masters of Data Conference](https://gaintheory.com/event/2026-ana-masters-of-data-conference/): Join Gain Theory at the ANA Masters of Data!
- [2026 ANA Brand Masters Conference](https://gaintheory.com/event/2026-ana-brand-masters-conference/): Join Gain Theory at the ANA Brand Masters!
- [Next Generation MMM: 5 Moves to Drive Confidence & Growth in 2025 – ANA Webinar](https://gaintheory.com/event/next-generation-mmm-5-moves-to-drive-confidence-growth-in-2025-ana-webinar/): Marketing Mix Modeling (MMM) is making a comeback. Nearly half of U.S. marketers will invest in MMM in 2026 (eMarketer). However, many are not unlocking its full potential and Forrester predicts confidence in marketing measurement will actually decline.
- [2025 ANA Masters of Marketing Conference](https://gaintheory.com/event/2025-ana-masters-of-marketing-conference/): We're joining some of the brightest minds in marketing at the 2025 ANA Master of Marketing Conference in Orlando! Kelly Manning, Director at Gain Theory is looking forward to taking part in industry-shaping conversations, accessing unrivalled insights and harnessing the collective intelligence of the world's leading marketers at this three-day event. If you're interested in discussing marketing measurement, and want to explore how insights can elevate your decision-making capability, let's meet at the conference. Sign-up to arrange a meeting with Kelly using the form.
- [2025 ANA Measurement & Analytics Conference](https://gaintheory.com/event/2025-ana-measurement-analytics-conference/): Session at 3:30pm - 4:05pm, September 8
- [ANA Conference: Measurement by design – Modeling for Growth](https://gaintheory.com/event/ana-conference-measurement-by-design-modeling-for-growth/): This one-day, members-only conference in NYC will address key topics in marketing measurement including privacy regulations, MMM, incrementality and shifting metrics. "Measurement by Design: Modeling for Growth" is ideal for client-side marketers, market service providers, analytics professionals, measurement specialists, data analysts, and anyone interested in enhancing their knowledge of marketing measurement. Attendees will benefit from expert-led discussions, interactive Q&A sessions, and valuable peer networking opportunities.
- [Cannes Lions 2025](https://gaintheory.com/event/cannes-lions-2025/): The Cannes Lions International Festival of Creativity (formerly the International Advertising Festival) is a global event for those working in creative communications, advertising, and related fields. It is considered the largest gathering of the advertising and creative communications industry.
- [ANA Webinar: The Future of Marketing Effectiveness in AI-Driven](https://gaintheory.com/event/ana-webinar-the-future-of-marketing-effectiveness-in-ai-driven/): Click here to watch a recording of this webinar (ANA members only)
- [Mastering Marketing Effectiveness: How to Unlock Value Today & Thrive in the Future](https://gaintheory.com/event/ana-members-only-committee-meeting-mastering-marketing-effectiveness-how-to-unlock-value-today-thrive-in-the-future/): Read our write up of this session:
- [ANA Measurement & Analytics Conference: Using Gen AI to optimize creative measurement](https://gaintheory.com/event/ana-measurement-analytics-conference-driving-growth-through-creative-using-gen-ai-to-optimize-creative-measurement/): Read our writeup of a panel we hosted at this event:
- [IAB MeasureUp: Measurement is not enough – why culture is the key to marketing effectiveness success](https://gaintheory.com/event/iab-measureup-measurement-is-not-enough-why-culture-is-the-key-to-marketing-effectiveness-success/): Click here to watch a video of this session.
- [ANA Webinar: From Insights to Impact – Creating a results-driving marketing effectiveness program in 2025](https://gaintheory.com/event/ana-webinar-from-insights-to-impact-creating-a-results-driving-marketing-effectiveness-program-in-2025/): In this session, participants learned the tools, techniques, skills and behaviours that make up a winning marketing effectiveness program that drives business results.
- [ANA Webinar: Transformative Approaches to Marketing Effectiveness](https://gaintheory.com/event/ana-webinar-from-insight-to-action-transformative-approaches-to-marketing-effectiveness/): Read our writeup of this event:
- [AANA Masterclass: Driving profitable growth with marketing effectiveness](https://gaintheory.com/event/aana-masterclass-from-data-to-decisions-driving-profitable-growth-with-marketing-effectiveness/): Read our write-ups of this event:
- [ANA Brand Masters Conference: How to prove and improve your sponsorship value](https://gaintheory.com/event/ana-brand-masters-conference-how-to-prove-and-improve-your-sponsorship-value/): Download our new guide on how to prove the value of sponsorship investments and learn how to build a robust, data-driven measurement approach.
- [AANA CMO Connect Dinner: Embrace a holistic approach to marketing effectiveness](https://gaintheory.com/event/aana-cmo-connect-dinner-stop-searching-for-a-silver-bullet-embrace-a-holistic-approach-to-marketing-effectiveness/): Read about our approach to holistic marketing effectiveness:

## Case studies
- [“Best Day of the Year”: How MMM Unlocked £106m in Revenue for a European Retailer](https://gaintheory.com/case-study/best-day-of-the-year-how-mmm-unlocked-106m-in-revenue-for-a-european-retailer/)
- [How a Leading Furniture Retailer Used MMM to Drive +7.4% Incremental Sales](https://gaintheory.com/case-study/how-a-leading-furniture-retailer-used-mmm-to-help-drive-7-4-incremental-sales/)
- [Retailer Uses MMM to Unlock $23M, Navigate Disruption, Justify Brand Investment](https://gaintheory.com/case-study/retailer-uses-mmm-to-unlock-23m-navigate-disruption-justify-brand-investment/)
- [How MMM unlocked $2.8m incremental value for a CPG co in two challenged markets](https://gaintheory.com/case-study/how-mmm-unlocked-2-8m-incremental-value-for-a-cpg-co-in-two-challenged-markets/)
- [Global bank uses MMM to identify 14% incremental income, drive affluent customer growth](https://gaintheory.com/case-study/bank-uses-mmm-to-identify-incremental-income-drive-affluent-customer-growth/)
- [Global retailer uses MMM to identify 25% sales uplift opportunity in emerging markets](https://gaintheory.com/case-study/global-retailer-uses-mmm-to-identify-25-sales-uplift-opportunity-in-emerging-markets/)
- [Bank adopts MMM to validate marketing’s impact, build internal effectiveness capability](https://gaintheory.com/case-study/bank-adopts-mmm-to-validate-marketing-impact-and-build-internal-capability/)
- [Using MMM to drive recruitment efficiency for a national public sector body](https://gaintheory.com/case-study/using-mmm-to-drive-recruitment-efficiency-for-a-national-public-sector-body/)
- [CPG giant accelerates data quality, delivery times, creative ROI](https://gaintheory.com/case-study/cpg-giant-accelerates-data-quality-delivery-times-creative-roi/)
- [Global brand unlocks 27% hidden value from sponsorship investments](https://gaintheory.com/case-study/global-brand-unlocks-27-hidden-value-from-sponsorship/)
- [Grocer achieves 800% market share increase with long-term brand focus](https://gaintheory.com/case-study/grocer-achieves-800-market-share-increase-with-long-term-brand-focus/)
- [Improving marketing ROI with incrementality testing](https://gaintheory.com/case-study/improving-marketing-roi-with-incrementality-testing/)
- [Using MMM and scenario planning to maximize long-term profit](https://gaintheory.com/case-study/using-mmm-and-scenario-planning-to-maximize-long-term-profit/)
- [Identifying revenue growth opportunities with a unified measurement approach](https://gaintheory.com/case-study/identifying-revenue-growth-opportunities-with-a-unified-measurement-approach/)
- [Driving incremental sales by measuring short- and long-term impact with MMM](https://gaintheory.com/case-study/driving-incremental-sales-by-measuring-short-and-long-term-impact-with-mmm/)
- [How MMM and scenario planning led to increased brand investment, incremental sales](https://gaintheory.com/case-study/how-mmm-and-scenario-planning-led-to-increased-brand-investment-incremental-sales/)
- [Using advanced data analysis on trading down behavior to inform marketing strategies](https://gaintheory.com/case-study/using-advanced-data-analysis-on-trading-down-behavior-to-inform-marketing-strategies/)
- [Using MMM to unlock over $19m incremental sales](https://gaintheory.com/case-study/using-mmm-to-unlock-over-19m-incremental-sales/)
- [Measuring and optimizing media investments to improve ROI and sales](https://gaintheory.com/case-study/measuring-and-optimizing-media-investments-to-improve-roi-and-sales/)
- [Using scenario planning to predict weather impacts on sales](https://gaintheory.com/case-study/using-scenario-planning-to-predict-weather-impacts-on-sales/)
- [Transforming data strategy to increase sales](https://gaintheory.com/case-study/transforming-data-strategy-to-increase-sales/)
- [Growing a key product’s sales by understanding who is most likely to purchase](https://gaintheory.com/case-study/growing-a-key-products-sales/)
- [Optimizing the media mix to drive growth](https://gaintheory.com/case-study/optimizing-the-media-mix-to-drive-growth/)
- [Proving effectiveness to defend media budgets](https://gaintheory.com/case-study/proving-effectiveness-to-defend-media-budgets/)
- [Using unified measurement to achieve incremental revenues](https://gaintheory.com/case-study/unified-measurement-to-achieve-incremental-revenues/)
- [Testing new marketing activities with confidence](https://gaintheory.com/case-study/testing-new-marketing-activities-with-confidence/)
- [Guiding marketing investment to support growth by balancing brand & activation](https://gaintheory.com/case-study/guiding-marketing-investment-to-support-growth/)
- [Identifying insights to optimize business driver investments](https://gaintheory.com/case-study/optimize-business-driver-investments/)
- [Optimizing marketing investments in uncertain times](https://gaintheory.com/case-study/optimizing-marketing-investments/)
- [Transforming measurement frameworks to enable in-flight optimization](https://gaintheory.com/case-study/transforming-measurement-frameworks-for-in-flight-optimization/)
- [Understanding the impact of rising inflation, interest rates, and energy costs](https://gaintheory.com/case-study/rising-inflation-interest-rates-energy-costs-impact/)

## Team members
- [Manjiry Tamhane](https://gaintheory.com/our_leadership/manjiry-tamhane/)
- [Alan Bloodworth](https://gaintheory.com/our_leadership/alan-bloodworth/)
- [Karen Kaufman](https://gaintheory.com/our_leadership/karen-kaufman/)
- [Monica Ziobro](https://gaintheory.com/our_leadership/monica-ziobro/)
- [Sam Fellows](https://gaintheory.com/our_leadership/sam-fellows/)
- [Matthew Chappell](https://gaintheory.com/our_leadership/matthew-chappell/)
- [Jon Webb](https://gaintheory.com/our_leadership/jon-webb/)
- [Russell Nuzzo](https://gaintheory.com/our_leadership/russell-nuzzo/)
- [Brian Suh](https://gaintheory.com/our_leadership/brian-suh/)
- [Claudia Sestini](https://gaintheory.com/our_leadership/claudia-sestini/)
- [Rachel Brook](https://gaintheory.com/our_leadership/rachel-brook/)
- [Felix Bullinger](https://gaintheory.com/our_leadership/felix-bullinger/)
- [Marina Stuefer](https://gaintheory.com/our_leadership/marina-stuefer/)
- [Denise Green](https://gaintheory.com/our_leadership/denise-green/)
- [Maria Fadeeva](https://gaintheory.com/our_leadership/maria-fadeeva/)
- [Aleksandr Feygis](https://gaintheory.com/our_leadership/aleksandr-feygis/)
- [Tony Neville](https://gaintheory.com/our_leadership/tony-neville/)
- [Andrew Bertolaso](https://gaintheory.com/our_leadership/andrew-bertolaso/)

## News
- [Gain Theory Launches Creative Effectiveness CMO Study: 62% Struggle to Prove the Value of Their Creative ](https://gaintheory.com/news-single/gain-theory-launches-creative-effectiveness-cmo-study/): Gain Theory’s latest global study of Fortune 500 CMOs reveals that nearly half  (49%)  cannot confidently justify creative spend to the C-suite, and only 36% apply the same rigor to measuring creative as media. 
- [Gain Theory exposes why most marketing insights are failing to drive growth ](https://gaintheory.com/news-single/marketing-effectiveness-transformation-report-2026/): March 31, 2026. Global marketing effectiveness and foresight consultancy, Gain Theory, today published a new report, Unfinished Business: Closing the Insight-to-Action Gap, challenging conventional wisdom that marketing insights fail to be actioned because of data.
- [AI is helping marketers to quantify creative impact – as featured in Advertising Week](https://gaintheory.com/news-single/ai-creative-effectiveness-advertising-week/): For too long, the true impact of ad creative has been subjective. Now, artificial intelligence (AI) is changing the game, bringing quantifiable science to the art of creative. This evolution is further propeling marketing mix modeling (MMM) into a new era in which it becomes a predictive engine for business growth.
- [Synthetic data is rewriting the rules of marketing measurement – as featured in MediaPost](https://gaintheory.com/news-single/synthetic-data-marketing-measurement-as-featured-in-mediapost/): The demand for richer, more complete datasets to power robust marketing mix modeling (MMM) has never been higher. Synthetic data, generated artificially to reproduce the statistical characteristics of real datasets, offers a transformative solution.
- [How to make marketing mix modeling work for your brand – as featured in Performance Marketing World](https://gaintheory.com/news-single/how-to-make-marketing-mix-modeling-work-for-your-brand-as-featured-in-performance-marketing-world/): Want to understand how to make marketing mix modeling work for your brand? Contact us
- [Podcast – Breaking Past Media: From Marketing Mix Modeling to a Business Driver Mix](https://gaintheory.com/news-single/breaking-past-media-from-marketing-mix-modeling-to-a-business-driver-mix/): The conversation explores why organizations should move beyond a media-focused view of Marketing Mix Modeling (MMM) toward a broader Business Driver Mix (BDM) approach. This perspective evaluates the full set of factors that influence performance, including pricing, promotions, competitive activity, and economic conditions alongside marketing investment.
- [Gain Theory, a WPP company, named a leader in marketing measurement and optimization by global independent research firm](https://gaintheory.com/news-single/gain-theory-a-wpp-company-named-a-leader-in-marketing-measurement-and-optimization-by-global-independent-research-firm/): WPP’s global marketing effectiveness and foresight consultancy, Gain Theory, has been named a Leader in The Forrester Wave™: Marketing Measurement And Optimization Services, Q1 2026. Forrester’s report noted: “Gain Theory’s distinctive vision is to empower brands to realize unmatched, quantified value from marketing and broader business insights.”
- [Gain Theory unveils five essential strategies to navigate the crowded MMM landscape in 2026](https://gaintheory.com/news-single/gain-theory-five-essential-strategies-to-navigate-the-crowded-marketing-mix-modeling-landscape-2026/): November 11, 2025. Gain Theory today released a new guide, Making MMM Fit for 2026: An Essential Guide for Marketers, providing guidance on navigating the rapidly evolving marketing mix modeling (MMM) ecosystem and maximizing marketing effectiveness in an increasingly volatile landscape.

## Categories
- [Advertising and media ](https://gaintheory.com/category/advertising-and-media/)
- [Audience insights ](https://gaintheory.com/category/audience-insights/)
- [Brand](https://gaintheory.com/category/brand/)
- [Data and analytics](https://gaintheory.com/category/data-and-analytics/)
- [Foresight](https://gaintheory.com/category/foresight/)
- [Gain Theory people](https://gaintheory.com/category/gain-theory-people/)
- [Gain Theory research](https://gaintheory.com/category/gain-theory-research/)
- [Industries](https://gaintheory.com/category/industries/)
- [Marketing in uncertainty](https://gaintheory.com/category/marketing-in-uncertainty/)
- [Measurement strategy ](https://gaintheory.com/category/measurement-strategy/)

## Sectors
- [Automotive](https://gaintheory.com/sector/automotive/)
- [CPG/FMCG](https://gaintheory.com/sector/cpg-fmcg/)
- [Financial services](https://gaintheory.com/sector/financial-services/)
- [Public sector](https://gaintheory.com/sector/public-sector/)
- [Real estate](https://gaintheory.com/sector/real-estate/)
- [Retail (Food and Drink)](https://gaintheory.com/sector/retail-food-and-drink/)
- [Retail (Non food and drink)](https://gaintheory.com/sector/retail-non-food-and-drink/)

## Topics
- [Company news](https://gaintheory.com/topic/company-news/)
- [In the media](https://gaintheory.com/topic/in-the-media/)
- [Research](https://gaintheory.com/topic/research/)

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