People often think of creativity and measurement as sitting on opposite sides of the marketing spectrum. But these concepts are deeply intertwined: Focusing too much on one at the expense of the other can lead to both lackluster content and mediocre results. This month’s stories explore ways to bring these two inputs into better balance, starting with encouraging creative minds to embrace calculations. Smart use of data gives most creative content its best chance at reaching success.

Stephanie Stahl
General Manager, CMI