Vision for how the creative process and analytics function works together
The highest function of analytics is to identify creative opportunities based on historical performance that align with the overall brand strategy. Traditional marketing has functioned on a long creative cycle driven primarily by research based on limited sample sizes. If included at all, analytics has typically been used solely for reporting or measurement functions restricting its ability to generate meaningful insights that drive business performance.
Our vision of a contemporary creative process for creating social content is one driven by shorter creative cycles along with frequent analysis and optimization. To facilitate fast and meaningful iteration, we use a methodology that hybridizes: Pugh Concept Selection, Kanban and Stochastic Process Modeling that optimizes in-channel execution and content development. Our experience has shown that an 80% BAU/15% testing/5% prototyping mix delivers consistent and superior results balanced with increased opportunity for data-driven creative innovation.