South Africa, Sept. 15 -- We have become accustomed to a particular moment in marketing meetings. The creative work is presented, and the room is engaged. People debate the idea, the visual language, the content, and whether the work feels right for the brand. Then the performance data appears, and the mood changes.

We have seen highly accomplished creative people become surprisingly adversarial when the conversation turns to measurement. The spreadsheet comes out and, metaphorically at least, some people fall asleep.

We understand why.

In Click Here: The Art & Science of Digital Marketing & Advertising, Meta CMO Alex Schultz writes about encountering exactly this tension when he took over marketing at Meta. He was characterised as a "...