the art of informed creative

© 2012 MassMedia Studios. Commercial in Confidence.

© 2012 MassMedia Studios. Commercial in Confidence.

The Art Of Informed Creative

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Definition

Application

Reasoning

© 2012 MassMedia Studios. Commercial in Confidence.

Definition

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© 2012 MassMedia Studios. Commercial in Confidence.

A Different Approach

Traditional Creative Informed Creative

Big Idea Hypothesis

Rollout MVP

Report Understand

Definition

START =>

MED =>

END =>

© 2012 MassMedia Studios. Commercial in Confidence.

A Different Approach

Definition

© 2012 MassMedia Studios. Commercial in Confidence.

Components

Definition

1. Malleable

2. Scalable

3. Repeatable

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© 2012 MassMedia Studios. Commercial in Confidence.

Application

1. Metric Categorisation

2. Hypothesis Validation

© 2012 MassMedia Studios. Commercial in Confidence.

A A A R R R !

© 2012 MassMedia Studios. Commercial in Confidence.

1. Metric Categorisation

AWARENESS Opp to see Recognition

ACQUISITION New site visitors Email sign up

ACTIVATION Form completion SEM CTR %

RETENTION Retention rate CS volume

REFERRAL +ve social sentiment Net Promoter Score

REVENUE Attributed sales Customer Lifetime Value

Application

© 2012 MassMedia Studios. Commercial in Confidence.

2. Hypothesis Validation

ApplicationImage credit: 500px.com/photo/553621

AWARENESS Opp to see Recognition

ACQUISITION New site visitors Email sign up

ACTIVATION Form completion SEM CTR %

RETENTION Retention rate CS volume

REFERRAL +ve social sentiment Net Promoter Score

REVENUE Attributed sales Customer Lifetime Value

AWARENESS Opp to see Recognition

ACQUISITION New site visitors Email sign up

ACTIVATION Form completion SEM CTR %

RETENTION Retention rate CS volume

REFERRAL +ve social sentiment Net Promoter Score

REVENUE Attributed sales Customer Lifetime Value

1 2 3

© 2012 MassMedia Studios. Commercial in Confidence.

Reasoning

Credit: http://xkcd.com/242/

© 2012 MassMedia Studios. Commercial in Confidence.

It Makes Data Manageable

Image credit: Economist Feb 2010

Reasoning

© 2012 MassMedia Studios. Commercial in Confidence.

73% CEOs – Marketers Lack Credibility

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Reasoning

© 2012 MassMedia Studios. Commercial in Confidence.

It Delivers Constant Evolution

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Reasoning

© 2012 MassMedia Studios. Commercial in Confidence.

MOAR

1. Talk

2. Read blog.massmedia.com.au

3. Tweet @vladiim