the art of informed creative
DESCRIPTION
Informed Creative is both an approach and suit of tools that helps drive business intelligence from creative outputs which in turn allows you to produce better creative outputs.TRANSCRIPT
© 2012 MassMedia Studios. Commercial in Confidence.
© 2012 MassMedia Studios. Commercial in Confidence.
The Art Of Informed Creative
Image credit: 500px.com/photo/404307
Definition
Application
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
Definition
Image credit: 500px.com/photo/1060742
© 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
Image credit: 500px.com/photo/4124341
© 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
Image credit: 500px.com/photo/1992336fournaisegroup.com/Marketers-Lack-Credibility.asp
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
It Delivers Constant Evolution
Image credit: 500px.com/photo/3568465fournaisegroup.com/Marketers-Lack-Credibility.asp
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
MOAR
1. Talk
2. Read blog.massmedia.com.au
3. Tweet @vladiim