The Art of Informed Creative

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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.

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The Art of Informed Creative

  1. 1. © 2012 MassMedia Studios. Commercial in Confidence.
  2. 2. The Art Of Informed Creative Definition Application Reasoning© 2012 MassMedia Studios. Commercial in Confidence. Image credit: 500px.com/photo/404307
  3. 3. Definition© 2012 MassMedia Studios. Commercial in Confidence. Image credit: 500px.com/photo/1060742
  4. 4. A Different Approach Traditional Creative Informed Creative START => Big Idea Hypothesis MED => Rollout MVP END => Report Understand Definition© 2012 MassMedia Studios. Commercial in Confidence.
  5. 5. A Different Approach Definition© 2012 MassMedia Studios. Commercial in Confidence.
  6. 6. Components 1. Malleable 2. Scalable 3. Repeatable Definition© 2012 MassMedia Studios. Commercial in Confidence. Image credit: 500px.com/photo/4124341
  7. 7. Application 1. Metric Categorisation 2. Hypothesis Validation© 2012 MassMedia Studios. Commercial in Confidence.
  8. 8. AA R R R! A© 2012 MassMedia Studios. Commercial in Confidence.
  9. 9. 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.
  10. 10. 2. Hypothesis Validation 1 2 AWARENESS ACQUISITION 3 Opp to see New site visitors Recognition Email sign up ACTIVATION Form completion SEM CTR % RETENTION Retention rate CS volume AWARENESS Opp to see Recognition REFERRAL +ve social sentiment Net Promoter Score ACQUISITION New site visitors Email sign up REVENUE Attributed sales Customer Lifetime Value 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. Image credit: 500px.com/photo/553621
  11. 11. Reasoning© 2012 MassMedia Studios. Commercial in Confidence. Credit: http://xkcd.com/242/
  12. 12. It Makes Data Manageable Reasoning© 2012 MassMedia Studios. Commercial in Confidence. Image credit: Economist Feb 2010
  13. 13. 73% CEOs – Marketers Lack Credibility Reasoning fournaisegroup.com/Marketers-Lack-Credibility.asp© 2012 MassMedia Studios. Commercial in Confidence. Image credit: 500px.com/photo/1992336
  14. 14. It Delivers Constant Evolution Reasoning fournaisegroup.com/Marketers-Lack-Credibility.asp© 2012 MassMedia Studios. Commercial in Confidence. Image credit: 500px.com/photo/3568465
  15. 15. MOAR 1. Talk 2. Read blog.massmedia.com.au 3. Tweet @vladiim© 2012 MassMedia Studios. Commercial in Confidence.

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