When we launched the Neurons Impact Score (NIS), we knew it wasn’t just another product feature. It’s part of a bigger shift in how marketers approach creative decisions.

In our recent webinar, Neurons CEO Dr. Thomas Zoëga Ramsøy, CPO Jacob de Lichtenberg, and Senior CSM Miguel sat down to talk about why this shift matters, and what it looks like in practice.

Here are the three key lessons that stood out:

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1. Marketing decisions are still too subjective

Despite all the tech and tools available today, a lot of creative choices still boil down to gut feeling. Teams sit around a table, throw opinions back and forth, and the loudest voice often wins.

That approach is expensive. A single wrong bet on a campaign can mean wasted budgets, delayed launches, and missed opportunities.

As Thomas put it during the webinar: “Marketers deserve more than guesswork. They deserve the same kind of decision-support that finance or operations have had for years.”

The real value here isn’t about a new score or tool. It’s about a cultural shift: moving from opinion-driven debates to evidence-based decisions. When you change the way you make decisions, you change the speed and effectiveness of your entire marketing engine.

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2. The speed of insights is the real advantage

Even when teams know data matters, the reality is that most traditional research is too slow. By the time results come back, the campaign has often already gone live — or worse, the market has moved on.

That’s why speed came up again and again in the discussion. As Thomas explained, “marketers don’t always have time to wait for post-testing or lengthy reports. They need insights before campaigns go live.”

Faster insights unlock two big advantages:

• Better creative: weak ideas get caught early, strong ones move forward with confidence.
  
• Lower risk: budgets aren’t wasted on creative that won’t perform.
  

It’s not just about saving time — it’s about protecting ROI and giving marketers the confidence to act boldly.

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3. Alignment is the hidden ROI

Every marketer knows how much energy gets burned in alignment meetings. Creative teams push for bold ideas. Brand managers worry about consistency. Senior stakeholders ask for proof. The result? Endless rounds of debate and delay.

Jacob pointed out how a shared benchmark like NIS changes this dynamic: “When everyone sees the same score, conversations shift from opinion to action.”

Instead of arguing over personal preferences, teams can point to the same number. By grounding discussions in data, alignment becomes faster, smoother, and more constructive.

The hidden ROI is massive:

• Fewer bottlenecks between creative, insights, and leadership.
  
• Faster time-to-market, because campaigns aren’t stuck in endless review loops.‍
• More confidence at every level of the organization.

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TL;DR

The biggest lesson from this webinar wasn’t just about NIS. It was about the bigger picture:

• Marketers need objective decision-support, not guesswork.
  
• They need speed, because markets move fast.
  
• And they need alignment, because creativity only works when the whole team is pulling in the same direction.
  

The real message is clear: the future of marketing belongs to teams that combine creativity with evidence, speed, and alignment. And the Neurons Impact Score is one direction to start solving these problems.

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