Customer Story A data revolution in marketing takes creativity to a new level Creative marketing can be a ruthless field. Players have to come up with flashy, engaging, customer-centric campaigns, but they also need to prove that their work is driving sales and growth for their clients. T o complicate matters, there is no precise way to measure the success of an ad campaign. It’s impossible, for example, to determine how many sales dollars are generated by each advertising dollar spent. For that reason, ad agencies have had to be creative with their analytics, and clients have had to settle for more holistic definitions of success. However, the end goal will always be an increase in direct sales, and it is ultimately harder to prove causation between a campaign and sales uplift.

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