Blog Post:As marketers, we’re accustomed to constantly analysing thought processes—whether they are connected to a campaign strategy, consumer behaviours, business results, or our own marketing minds. At Adobe, we’re passionate about enabling marketers to thrive in the digital age. And as part of this mission, we are today launching The Great Marketing Measure, a bespoke, accredited psychometric test for marketers to assess how analytically or creatively minded you are—as well as your flexibility to switch between the two. GMM_Twitter The brief, entertaining Great Marketing Measure will strategically assess you as one of the following: The Data Cruncher: As a Data Cruncher, you look before you leap. Rather than plucking ideas out of thin air or postulating the possible, you make every decision based on tangible facts and figures. You see marketing is seen as a science, to be planned strategically using existing, empirical evidence. Data Crunchers value practicality over creativity. Your marketing solutions are backed up by proven historical information that predicts commercial results. The Pragmatist: As a Pragmatist, you take a tried and tested approach to marketing. Although you don’t necessarily need data to back up your decisions, you are still methodical and take care to learn from your own previous experiences. Although you are free-thinking enough for your ideas not to be anchored by research, as a Pragmatist you still do not put your creative head in the clouds: you stand by your need for a practical, logical argument to explain your thinking.  The All Rounder: As an All Rounder, you relish brainstorming—taking a blank canvas and filling it with new and exciting ideas—but not in a free-for-all, whimsical way. Every concept must still be commercially viable and appropriate for its audience. Risks are worth taking, but only if they’re calculated. For All Rounders, the “10% inspiration, 90% perspiration” maxim holds true: you enjoy burying your head in market analysis as much as shaping new creative approaches. In fact, one always informs the other. The Free Spirit: For Free Spirits, everything is possible. And if it isn’t possible, it’s only because it hasn’t been thought of yet. As a Free Spirit, you favour experience over evidence. You make decisions based on what intuitively feels right for your audience, rather than relying on hard facts and figures. And you’re happy to evolve these decisions over time as your surrounding environment changes. As a result, you mould creative ideas for the here and now, and improvise to adapt as required. And this isn’t just a test! The Great Marketing Measure will also provide toolkits to equip you with more guidance on thriving as a marketer in this digital world of fast-paced innovation and change. Even with a background in both finance and marketing, I was surprised to see that after taking my own assessment, I am measured as a Free Spirit. And now that I better understand my strength as a digital marketer, I am encouraged to more clearly determine how to address and build upon my weaknesses, or share experiences and challenges with other Free Spirit marketers who may be on a similar journey. The Great Marketing measure allows all who take the assessment to share results and compare across social communities. I encourage all marketers to take a few moments and complete The Great Marketing Measure. Are you attending Adobe Summit? We’ll also be discussing the results of the assessment throughout the event, and plan to share details by geography, role and industry to those at hand. Here’s to the digital marketing journey and improving our minds—we’re all in this together! Author: Date Created:30 April 2014 Date Published: Headline:Take ‘The Great Marketing Measure’ and Test Your Creative or Analytical Mind Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/04/GMM_Twitter.jpg

As mar­keters, we’re accus­tomed to con­stantly analysing thought processes—whether they are con­nected to a cam­paign strat­egy, con­sumer behav­iours, busi­ness results, or our own mar­ket­ing minds.

At Adobe, we’re pas­sion­ate about enabling mar­keters to thrive in the dig­i­tal age. And as part of this mis­sion, we are today launch­ing The Great Mar­ket­ing Mea­sure, a bespoke, accred­ited psy­cho­me­t­ric test for mar­keters to assess how ana­lyt­i­cally or cre­atively minded you are—as well as your flex­i­bil­ity to switch between the two.

GMM_Twitter

The brief, enter­tain­ing Great Mar­ket­ing Mea­sure will strate­gi­cally assess you as one of the following:

The Data Cruncher: As a Data Cruncher, you look before you leap. Rather than pluck­ing ideas out of thin air or pos­tu­lat­ing the pos­si­ble, you make every deci­sion based on tan­gi­ble facts and fig­ures. You see mar­ket­ing is seen as a sci­ence, to be planned strate­gi­cally using exist­ing, empir­i­cal evi­dence. Data Crunch­ers value prac­ti­cal­ity over cre­ativ­ity. Your mar­ket­ing solu­tions are backed up by proven his­tor­i­cal infor­ma­tion that pre­dicts com­mer­cial results.

The Prag­ma­tist: As a Prag­ma­tist, you take a tried and tested approach to mar­ket­ing. Although you don’t nec­es­sar­ily need data to back up your deci­sions, you are still method­i­cal and take care to learn from your own pre­vi­ous expe­ri­ences. Although you are free-thinking enough for your ideas not to be anchored by research, as a Prag­ma­tist you still do not put your cre­ative head in the clouds: you stand by your need for a prac­ti­cal, log­i­cal argu­ment to explain your think­ing. 

The All Rounder: As an All Rounder, you rel­ish brainstorming—taking a blank can­vas and fill­ing it with new and excit­ing ideas—but not in a free-for-all, whim­si­cal way. Every con­cept must still be com­mer­cially viable and appro­pri­ate for its audi­ence. Risks are worth tak­ing, but only if they’re cal­cu­lated. For All Rounders, the “10% inspi­ra­tion, 90% per­spi­ra­tion” maxim holds true: you enjoy bury­ing your head in mar­ket analy­sis as much as shap­ing new cre­ative approaches. In fact, one always informs the other.

The Free Spirit: For Free Spir­its, every­thing is pos­si­ble. And if it isn’t pos­si­ble, it’s only because it hasn’t been thought of yet. As a Free Spirit, you favour expe­ri­ence over evi­dence. You make deci­sions based on what intu­itively feels right for your audi­ence, rather than rely­ing on hard facts and fig­ures. And you’re happy to evolve these deci­sions over time as your sur­round­ing envi­ron­ment changes. As a result, you mould cre­ative ideas for the here and now, and impro­vise to adapt as required.

And this isn’t just a test! The Great Mar­ket­ing Mea­sure will also pro­vide toolk­its to equip you with more guid­ance on thriv­ing as a mar­keter in this dig­i­tal world of fast-paced inno­va­tion and change.

Even with a back­ground in both finance and mar­ket­ing, I was sur­prised to see that after tak­ing my own assess­ment, I am mea­sured as a Free Spirit. And now that I bet­ter under­stand my strength as a dig­i­tal mar­keter, I am encour­aged to more clearly deter­mine how to address and build upon my weak­nesses, or share expe­ri­ences and chal­lenges with other Free Spirit mar­keters who may be on a sim­i­lar jour­ney. The Great Mar­ket­ing mea­sure allows all who take the assess­ment to share results and com­pare across social communities.

I encour­age all mar­keters to take a few moments and com­plete The Great Mar­ket­ing Mea­sure. Are you attend­ing Adobe Sum­mit? We’ll also be dis­cussing the results of the assess­ment through­out the event, and plan to share details by geog­ra­phy, role and indus­try to those at hand.

Here’s to the dig­i­tal mar­ket­ing jour­ney and improv­ing our minds—we’re all in this together!