Explore thought-provoking articles and interviews on marketing effectiveness from the Gain Theory team.

Data and analytics | 22 May 2025

How Australian CMOs are building a culture of effectiveness with data-driven decisions

Read more about How Australian CMOs are building a culture of effectiveness with data-driven decisions

Advertising and media  | 22 May 2025

Standard Chartered: How marketing builds trust and positions itself as a growth engine

Read more about Standard Chartered: How marketing builds trust and positions itself as a growth engine

Advertising and media  | 21 May 2025

Retail media: Why advertisers need to address how different teams collaborate to ensure success

Read more about Retail media: Why advertisers need to address how different teams collaborate to ensure success

Gain Theory people | 14 May 2025

Introducing… Shawn O’Neal, Americas CEO

Read more about Introducing… Shawn O’Neal, Americas CEO

Foresight | 1 May 2025

Why data-informed foresight is key to conquering economic chaos

Read more about Why data-informed foresight is key to conquering economic chaos

Gain Theory people | 9 April 2025

Introducing… Kelly Manning , Business Development Director, North America

Read more about Introducing… Kelly Manning , Business Development Director, North America

Gain Theory people | 26 February 2025

Introducing… Matthew Chappell, Global Client Success Officer

Read more about Introducing… Matthew Chappell, Global Client Success Officer

Gain Theory people | 29 January 2025

Introducing… Marina Stuefer, Senior Client Leader

Read more about Introducing… Marina Stuefer, Senior Client Leader

Data and analytics | 17 December 2024

Is your marketing effectiveness program built to last? 5 questions you need to ask

Read more about Is your marketing effectiveness program built to last? 5 questions you need to ask

Advertising and media  | 21 November 2024

Profit Ability 2: Three key takeaways that prove advertising really is effective

Read more about Profit Ability 2: Three key takeaways that prove advertising really is effective

Gain Theory people | 13 November 2024

Introducing… Felix Bullinger, Senior Client Leader

Read more about Introducing… Felix Bullinger, Senior Client Leader

Advertising and media  | 4 November 2024

Unlocking creative effectiveness: How to bridge the gap between creativity and analytics

Read more about Unlocking creative effectiveness: How to bridge the gap between creativity and analytics

Measurement strategy  | 11 October 2024

Let’s get real, marketing effectiveness requires much more than a trendy new MMM

Read more about Let’s get real, marketing effectiveness requires much more than a trendy new MMM

Gain Theory people | 4 September 2024

Introducing… Rachel Brook, Global Client Growth Leader

Read more about Introducing… Rachel Brook, Global Client Growth Leader

Advertising and media  | 20 August 2024

It’s time to re-evaluate how we measure creative effectiveness

Read more about It’s time to re-evaluate how we measure creative effectiveness

Data and analytics | 22 July 2024

How advanced marketing measurement can drive revenue growth

Read more about How advanced marketing measurement can drive revenue growth

Measurement strategy  | 20 May 2024

Defining success is one of the most important but overlooked ways to improve your marketing effectiveness strategy

Read more about Defining success is one of the most important but overlooked ways to improve your marketing effectiveness strategy

Data and analytics | 14 May 2024

How to make data-informed decision-making more rewarding for your organization

Read more about How to make data-informed decision-making more rewarding for your organization

Gain Theory people | 30 April 2024

Introducing… Justin Nel, New Business and Client Engagement Director, Australia

Read more about Introducing… Justin Nel, New Business and Client Engagement Director, Australia

Gain Theory people | 27 March 2024

Introducing… Patricia Moro, Director

Read more about Introducing… Patricia Moro, Director

Gain Theory people | 29 February 2024

Introducing… Arvind Sethumadhavan, Client Growth Officer, APAC

Read more about Introducing… Arvind Sethumadhavan, Client Growth Officer, APAC

Advertising and media  | 12 February 2024

How granular geographic data delivers privacy-compliant insights and improves effectiveness

Read more about How granular geographic data delivers privacy-compliant insights and improves effectiveness

Data and analytics | 26 January 2024

Unlock growth in 2025 with our trusted marketing effectiveness framework

Read more about Unlock growth in 2025 with our trusted marketing effectiveness framework

Gain Theory people | 26 January 2024

Introducing… Alan Bloodworth, EMEA & APAC CEO

Read more about Introducing… Alan Bloodworth, EMEA & APAC CEO

Audience insights  | 28 December 2023

What role can generative AI play in marketing effectiveness?

Read more about What role can generative AI play in marketing effectiveness?

Foresight | 13 December 2023

How mastering the power of foresight helps marketers to plan more effectively

Read more about How mastering the power of foresight helps marketers to plan more effectively

Gain Theory people | 8 December 2023

Introducing… Aleksandr Feygis, Partner

Read more about Introducing… Aleksandr Feygis, Partner

Gain Theory people | 3 November 2023

Introducing… Manjiry Tamhane, Global CEO

Read more about Introducing… Manjiry Tamhane, Global CEO

Data and analytics | 11 August 2023

Driving growth with data: How marketers can help brands to overcome the barriers

Read more about Driving growth with data: How marketers can help brands to overcome the barriers

Gain Theory people | 29 June 2023

Introducing… Claudia Sestini, Global CMO

Read more about Introducing… Claudia Sestini, Global CMO

Marketing in uncertainty | 11 May 2023

How marketing can strengthen its alliance with finance

Read more about How marketing can strengthen its alliance with finance

Gain Theory people | 27 April 2023

Introducing… Sam Fellows, Managing Partner

Read more about Introducing… Sam Fellows, Managing Partner

Gain Theory people | 3 April 2023

Introducing… Zosia Jakobek, Senior Director

Read more about Introducing… Zosia Jakobek, Senior Director

Data and analytics | 16 March 2023

6 things marketers can do to boost effectiveness by being more data-driven

Read more about 6 things marketers can do to boost effectiveness by being more data-driven

Gain Theory people | 7 March 2023

Introducing… Maria Fadeeva, Partner

Read more about Introducing… Maria Fadeeva, Partner

Audience insights  | 3 February 2023

3 ways marketers can combat uncertainty and build confidence

Read more about 3 ways marketers can combat uncertainty and build confidence

Gain Theory people | 27 January 2023

Introducing… Chris Chumun, Partner

Read more about Introducing… Chris Chumun, Partner

Advertising and media  | 11 January 2023

How long does it take for CPG advertising to pay back?

Read more about How long does it take for CPG advertising to pay back?

Gain Theory people | 15 December 2022

Introducing… Lindsay Egan, Senior Partner

Read more about Introducing… Lindsay Egan, Senior Partner

Advertising and media  | 29 November 2022

How proving effectiveness is helping one retailer to defend media budgets

Read more about How proving effectiveness is helping one retailer to defend media budgets

Advertising and media  | 24 October 2022

Meta research: why ads with multiple objectives are more effective

Read more about Meta research: why ads with multiple objectives are more effective

Gain Theory people | 13 October 2022

Introducing… Russell Nuzzo, Managing Partner

Read more about Introducing… Russell Nuzzo, Managing Partner

Audience insights  | 11 October 2022

How near-time audience insights improve marketing effectiveness

Read more about How near-time audience insights improve marketing effectiveness

Foresight | 10 October 2022

Proactive steps marketers can take to mitigate recessionary impacts on their brand

Read more about Proactive steps marketers can take to mitigate recessionary impacts on their brand

Data and analytics | 17 February 2022

How marketers can use foresight in a volatile, uncertain, complex and ambiguous world

Read more about How marketers can use foresight in a volatile, uncertain, complex and ambiguous world

Advertising and media  | 23 April 2020

Marketing effectiveness in an uncertain world

Read more about Marketing effectiveness in an uncertain world

Gain Theory research | 13 February 2020

9 Golden Rules for Measurement

Read more about 9 Golden Rules for Measurement

Gain Theory research | 23 October 2019

CTRL+ALT+CHANGE: The Growth Opportunity

Read more about CTRL+ALT+CHANGE: The Growth Opportunity

Brand | 9 April 2019

Brand vs performance spend: Where should the pendulum swing?

Read more about Brand vs performance spend: Where should the pendulum swing?

Gain Theory research | 11 October 2018

How to achieve best-in-class marketing effectiveness

Read more about How to achieve best-in-class marketing effectiveness

Advertising and media  | 15 April 2018

Five key results from our long-term impact of media investment study

Read more about Five key results from our long-term impact of media investment study

Advertising and media  | 1 December 2017

Profit Ability: The business case for advertising – a first-of-its-kind study

Read more about Profit Ability: The business case for advertising – a first-of-its-kind study

Advertising and media  | 29 March 2017

Long-term effects of advertising

Read more about Long-term effects of advertising