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

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