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Driving Creativity with Data - WistiaFest

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This is the talk I gave at WistiaFest 2015. In it I cover why creativity is important for marketing, how scaling creativity is hard, and some of the things you can do to encourage more creativity. To learn more about WistiaFest head to http://wistiafest.com

Published in: Data & Analytics, Marketing
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Driving Creativity with Data - WistiaFest

  1. 1. Driving Creativity with Data
  2. 2. @csavage
  3. 3. The value of creativity is rising.
  4. 4. Expensive and out of reach
  5. 5. Affordable
  6. 6. There are more options for more types of businesses
  7. 7. All these channels are saturated
  8. 8. Our competition is not our “competition”
  9. 9. Attention is a scarce resource
  10. 10. When we get attention, we need to keep it
  11. 11. Creativity keeps attention
  12. 12. Scaling creativity is hard
  13. 13. It felt easier to be creative when we were small
  14. 14. 78% Average Engagement!
  15. 15. 0 8 16 24 32 40 Team Growth M ore Chaos More organization
  16. 16. You can measure more You’ve done it before More shared ownership Creativity is harder when you are bigger
  17. 17. You can’t be creative without chaos
  18. 18. You can’t measure creativity
  19. 19. You need a creative approach to data
  20. 20. I’m a sucker for tech gadgets A Confession
  21. 21. Track everything Never track anything Aim for the middle
  22. 22. The goal is to feel confident you are headed in the right direction
  23. 23. Our most recent attempt at getting creative with data
  24. 24. Proactively track the right things
  25. 25. % that watched another video
  26. 26. Creatively measuring their creative success
  27. 27. Pistol Lake
  28. 28. reddit thread
  29. 29. Measuring future buyers
  30. 30. Question what you are measuring
  31. 31. You have to champion creativity to expect creativity
  32. 32. You need an environment that fosters creativity
  33. 33. Hire for creativity
  34. 34. Don’t rely only on interviews
  35. 35. Project-based hiring
  36. 36. Experimentation Headroom
  37. 37. Barbershop Video We scrapped this video
  38. 38. We were very sad
  39. 39. Failing has real value
  40. 40. Permission to get weird
  41. 41. Show & Tell Show and Tell
  42. 42. Creativity is more important than ever
  43. 43. Embrace measurement
  44. 44. Don’t obsess over success or failure of individual projects
  45. 45. Be proactive about scaling creativity
  46. 46. Thanks!

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