Explore thought-provoking content, specialist reports, and illuminating interviews from the Gain Theory team.

Combat Uncertainty and Build Confidence

Audience insights  | 3 February 2023

3 ways marketers can combat uncertainty and build confidence in 2023

Latest articles

Gain Theory people | 20 September 2023

Introducing… Yulia Shutko, Partner

Gain Theory people | 11 August 2023

Introducing… Anibal Dams, Global Head of CPG

Data and analytics | 11 August 2023

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

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Gain Theory people | 20 September 2023

Introducing… Yulia Shutko, Partner

Gain Theory people | 11 August 2023

Introducing… Anibal Dams, Global Head of CPG

Four participants at WPP's Doing Data Differently event

Data and analytics | 11 August 2023

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

Gain Theory people | 29 June 2023

Introducing… Claudia Sestini, Global CMO

How marketing can strengthen its alliance with finance

Marketing in uncertainty | 11 May 2023

How marketing can strengthen its alliance with finance

Sam Fellows

Gain Theory people | 27 April 2023

Introducing… Sam Fellows, Managing Partner

Zosia Jakobek

Gain Theory people | 3 April 2023

Introducing… Zosia Jakobek, Senior Director

Data-Driven Tips to Boost Marketing Effectiveness

Data and analytics | 16 March 2023

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

Maria Fadeeva

Gain Theory people | 7 March 2023

Introducing… Maria Fadeeva, Partner

Combat Uncertainty and Build Confidence

Audience insights  | 3 February 2023

3 ways marketers can combat uncertainty and build confidence in 2023

Gain Theory people | 27 January 2023

Introducing… Chris Chumun, Partner

CPG ad spend

Advertising and media  | 11 January 2023

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

Lindsay Egan

Gain Theory people | 15 December 2022

Introducing… Lindsay Egan, Senior Partner

Advertising and media  | 29 November 2022

How proving effectiveness is helping one retailer to defend media budgets

Gain Theory people | 24 November 2022

Introducing… Akhila Venkitachalam, Senior Partner

Granular geographic data

Audience insights  | 22 November 2022

Granular geographic data delivers near-time, privacy-compliant insights

Advertising and media  | 24 October 2022

Meta research: why ads with multiple objectives are more effective

Russell Nuzzo

Gain Theory people | 13 October 2022

Introducing… Russell Nuzzo, Managing Partner

near-time audience insights

Audience insights  | 11 October 2022

How near-time audience insights improve marketing effectiveness

Foresight | 10 October 2022

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

use foresight in a volatile, uncertain, complex and ambiguous world

Data and analytics | 17 February 2022

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

Marketing effectiveness in an uncertain world

Advertising and media  | 23 April 2020

Marketing effectiveness in an uncertain world

The 9 Golden Rules of Measurement

Gain Theory research | 13 February 2020

9 Golden Rules for Measurement

The Growth Opportunity

Gain Theory research | 23 October 2019

CTRL+ALT+CHANGE: The Growth Opportunity

Brand | 9 April 2019

Brand vs performance spend: Where should the pendulum swing?

best-in-class marketing effectiveness

Gain Theory research | 11 October 2018

How to achieve best-in-class marketing effectiveness

media investment study

Advertising and media  | 15 April 2018

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

The long-term impacts of advertisin

Advertising and media  | 1 December 2017

The long-term impacts of advertising: a first-of-its-kind study

Long-term effects of advertising

Advertising and media  | 29 March 2017

Long-term effects of advertising

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