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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Ad-Lib.io’s Adit Abhyankar advocates for data-driven approaches to expand to creative teams and campaigns. Below, in his own words, he urges marketers to add creative testing to their toolbox.
What is your return on creativity?
I was listening to a panel discussion this week where one of the speakers was lamenting the fact that, when it comes to marketing, measurement is the tail that wags the dog.