Why Creatives Must Embrace Measurement and Attribution for Impact

Measuring and attribution are not something I learnt early—especially as my introduction to media, communications, and branding came from the perspective of impact that could be felt, rather than impact that could be tracked. So, a news story—did it feel right? What was the feedback during the show live on air? Do we have more callers?

In those early days, the questions I asked centered on audience energy and immediate reactions. If the phone lines lit up, or if listeners gave positive feedback mid-broadcast, that was our North Star. The gratification was instant but rarely measured. And because of that, I never truly paused to ask, “How does this affect our audience in the long term? What data backs up the resonance I’m feeling?”

At the level of brand strategy for design, the metrics were primarily about alignment—ensuring that what the client saw in their head and heart was reflected in the quality of work we delivered. The real measure of success was whether the brand launch “felt” right and was well received by stakeholders. We considered our job done if there were claps in the room and satisfaction on the client’s face. But how those visuals directly or indirectly affected the lifecycle of the brand was not in near view. It was as though the creative spark ended the moment the campaign launched—no follow-through, no feedback loop.

Eventually, I began to feel uneasy. I was creating, but not monitoring. I was ideating, but not iterating based on insight. And that restlessness grew louder. I wanted to see where the work was going—what it was doing once it left my hands. I wanted to know which parts were working, and which weren’t. What thinking translated into meaningful engagement? What strategies moved the needle?

In my first two major rodeos, I was fortunate: measurement and attribution systems were already set up. I simply plugged in and played. But in this new phase of my career, I’ve had to start building these systems from scratch. It’s been challenging—no sugarcoating that. But it’s also been the most fulfilling stretch of my professional life.

Because now, I’m not just creating for applause—I’m creating for outcomes.

I’m learning to speak the language of data, not as a departure from creativity, but as its complement. And I’m learning that there’s a unique power in pairing human intuition with analytical rigor. One enhances the other. The brushstrokes are better when you know what canvas you’re painting on.

Another thing I’m learning is understanding my natural disposition toward data—how I interact with it instinctively and how I can optimize that. Whether it’s making peace with dashboards, exploring attribution models, or experimenting with customer journey mapping, I’m building fluency one project at a time. I’m also pushing myself to improve the status quo wherever I go—to deliver value to stakeholders not just through ideas, but through measurable impact.

And most importantly, I’m loving the journey. I feel fortunate to be in a space where creativity meets strategy, where ideas are not only imagined but evaluated. This transformation is one I documented more fully in my latest YouTube video.

This is not a finished story—it’s a process. But that’s the beauty of it. There is no better place I want to be.