B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
85%
85% -- wasted digital marketing spend share for digital marketing spend (2025)
85% of digital marketing spend is wasted according to media scientist Dr Karen Nelson-Field.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
85%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Dr Karen Nelson-Field
Primary
Tier C
https://www.theupandupgroup.com/thoughts/creativity-is-the-unfair-advantage-that-turns-economic-chal… ↗
Source Article
Creativity Drives Competitive Advantage | The Up&Up Group
The Up&Up Group
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Leaders who invest in original thinking today will gain more of tomorrow’s markets
The world is navigating a period of geopolitical tension and sluggish growth. If we turn the lens inwards, consumers in Africa, and in South Africa, feel the effect of these global econom…
Original Research
Dr Karen Nelson-Field
· Original study ↗
Methodology
Attributed to media scientist Dr Karen Nelson-Field; no methodology stated on page
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
digital marketing spend: 85% wasted digital marketing spend share. Source: Dr Karen Nelson-Field (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/digital-marketing-spend-wasted-85
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<blockquote cite="https://lighthousedata.io/data/digital-marketing-spend-wasted-85" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>85%</strong> -- wasted digital marketing spend share for digital marketing spend<br><small>Source: Dr Karen Nelson-Field (2025) · <a href="https://lighthousedata.io/data/digital-marketing-spend-wasted-85" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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