Innovative Approaches to Measuring Creative Effectiveness

By Cesar Brea

As media becomes increasingly dynamic, many marketers are looking for creative approaches to reach audiences on traditional and digital channels. But how do you know if those new methods are paying off? Bain partner Cesar Brea spoke with John Cripps—SVP of decision sciences for EDO and a Bain advisor—about the solutions and tools leading marketers are using to measure creative efficacy in their advertisements.