What data sources can you use to identify underperforming areas of your Creative Strategy?

To improve your creative strategy, you can use A/B testing, ad platform analytics, social media analytics, user behavior tools, website analytics, user feedback, eye-tracking studies, attribution tools, funnel analysis, and social listening. These tools provide valuable insights into user behavior, allowing you to refine and optimize your creative strategy for maximum impact.

I believe that customer feedback is an indispensable tool for gaining insights into the creative strategy we'll develop. Through customer feedback, we can conduct a real qualitative analysis of our customers and sense the underlying needs behind the problems they express. This invaluable information guides us in crafting a strategy that truly resonates with our audience.

You’re missing valuable insights if the (existing and potential) customer feedback you’re gathering is only focused on your creative content. Customer experience with or perception of your product or service plays a key part in how impactful your creative strategy is. When gathering customer feedback, be sure to assess the creative and how authentic it feels in relation to what’s being sold.

É importante analisar métricas de engajamento online, como taxas de cliques e interações nas redes sociais. E mais, busque feedback direto de clientes por meio de pesquisas e avaliações. Considere também dados de pesquisas de mercado para entender as preferências do público-alvo. A revisão de desempenho de campanhas anteriores fornecerá insights importantes. Integrar todas essas fontes permitirá uma avaliação abrangente, possibilitando ajustes eficazes para aprimorar sua abordagem criativa.

In identifying underperforming areas of a creative strategy, I heavily lean on customer feedback and analytics tools. Direct comments, reviews, and surveys provide invaluable insights into customer perception and experience, guiding adjustments and innovation in content and design. Analytics tools like Google Analytics or SEMrush shed light on engagement metrics, allowing me to pinpoint precisely where users disengage or content underperforms. This approach, coupled with competitor analysis for benchmarking, helps me refine and direct my creative strategies effectively, ensuring they resonate well with the target audience and meet business objectives.

When using analytics tools, it's crucial not just to see the numbers as answers but to approach them with questions. It's about looking beyond the data and understanding the behaviors concealed within, exploring how it can be beneficial in reaching our objectives. By applying critical thinking to the data, we can craft successful strategies that go beyond surface-level metrics, uncovering meaningful insights. It's not merely about the numbers; it's about deciphering the story behind the data and using it as a guide to build a successful strategy.

Do not put all your trust in analytics. Remember that in the end, the sales of your costumer are what matter. If there's something wrong with that, then probably your strategy is not working so well in the real world. Use analytics as rulers to set bars, not grounds for foundations.

I rely on analytics platforms, social media insights, and audience feedback to pinpoint underperforming areas in our creative strategy. Monitoring engagement metrics, click-through rates, and sentiment analysis guides data-driven adjustments for optimal campaign performance.

Incorporate analytics into your decision-making process, not just as a performance measure, but as a strategic guide. - Use data to understand your audience's preferences, tailoring your content to their interests. - Identify underperforming areas and innovate to improve them. - Regularly compare different platforms and formats to allocate resources efficiently. Analytics are not just numbers; they are insights into your audience's behavior and preferences. Use them to refine and evolve your strategy continuously.

- Web Analytics: Track user behavior, engagement, and conversion rates on websites. - Social Media Analytics: Monitor reach, engagement, and sentiment on social platforms. - Email Marketing Analytics: Measure open rates, click-through rates, and conversions from emails. - Video Analytics: Understand views, watch time, and interaction rates on video content. - Performance Metrics: Assess reach, impressions, clicks, shares, likes, and comments. - Conversion Tracking: Monitor conversions, retention, and revenue generated from content. - Content Comparison: Compare different types, formats, channels, and campaigns for effectiveness. - Improvement Identification: Identify areas for content optimization and enhancement.

Starting with the words of Enzo Ferrari from the last film I watched: "Two objects cannot occupy the same point in space at the same moment in time." This notion inspires me to surpass competitors, being aware of their strengths and weaknesses, and strategically taking steps forward. It emphasizes the crucial aspect of timing. However, for me, it's not just about surpassing competitors; it's equally vital to choose the right competitors. Sometimes, companies forget their own path and end up going in the wrong direction to outpace a competitor. In any case, understanding the targets and the other competitors chasing those targets is essential for crafting the right strategy.

competitive analysis involves studying rivals' strategies, content performance, and audience engagement. By benchmarking against competitors, we uncover industry trends, identify gaps, and refine our creative strategy. Analyzing their successful tactics informs our approach, helping us stand out and adapt more effectively in the market.

Leverage competitor analysis to carve a unique niche in your market. - Identify what competitors excel at and consider how you can adopt similar strategies with a unique twist. - Analyze their weaknesses to find gaps you can fill with your content. - Stay updated on industry trends through their movements, using this to anticipate market shifts. Remember, competitor analysis is about learning and innovation, not imitation. Use it to enhance your unique value proposition.

Competitor analysis adds another layer to your creative strategy. As a creative, it's an essential tool to gather inspiration for curating your own distinct "vibe". You learn what works and what doesn't from fellow creators and benchmark your content against others in the market. It's not just about riding the wave of existing trends; it's about spotting the trends that are fading out and drawing inspiration to be the trailblazer for the next big thing. The real beauty of having a "bench" in the creative game is not just following what's in, but purposfully not following what's in and, in turn, becoming the lead bench for other brands.

- Research Competitors: Study the content strategies of direct and indirect competitors, industry leaders, and influencers. - Benchmarking: Compare your content against market standards and expectations. - Strengths and Weaknesses: Identify what competitors are doing well and where they are lacking. - Learn from Others: Analyze competitors' successes and failures for insights. - Trend Discovery: Spot new trends and opportunities in the market through competitor analysis. - Differentiation: Find unique angles or approaches to make your content stand out.

Creative testing might not be every creative person's favorite activity, but in my opinion, it's a crucial step to achieve the right strategy and successful outcomes. There have been instances where the results contradicted the ideas of the strategy and creative teams. Despite the challenges posed by A/B testing, focus group opinions, and various creative testing processes, it remains an essential aspect for the evolving business. Embracing this aspect ensures that we optimize content for maximum impact and engage our audience effectively.

An effective way to know how to create iterations for your ads is to divide the creative breakdown into 2 different kinds of KPIs: the strategy ones, such as ROAS, CPA, CPL, to see if the creative is converting the audience and how’s the campaing health. And the storytelling ones, like Hook Rates, Hold Rates, CTR etc, to see if the story being told is driving attention and being interesting. If you know you have creatives with excellent hook rates (which actually spend and convert), you might want to try this hook with other creatives as well. Also if you have a huge dropoff at some point of the creative, you might want to change that visual, agitate a different problem, or even try new creators to see which better fits with the audience

creative testing is crucial for optimizing performance. Run A/B tests with variations in visuals, copy, or formats. Utilize platforms like Google Optimize or social media ad managers. Analyze metrics like click-through rates, conversion rates, and engagement to identify the most effective elements. Iterate based on data for continuous improvement.

Despite our creative development process being in the main instinctive and organic it is collaborative. Throughout the development process we benefit from consumer insights, audience behaviour and viewer feedback. We make efforts to share creative content with audiences the content is targeted to and build the frameworks to allow for feedback to be incorporated. We listen carefully to fans and keep them in mind when we develop new creative to ensure what we make will meet their exacting standards!

- Experimentation: Test various user interface (UI) and user experience (UX) elements like buttons, navigation, and overall design. - Optimization: Refine UI/UX for enhanced usability and engagement based on user feedback. - Assumption Testing: Validate UI/UX design assumptions through A/B testing and user feedback. • Assumption Testing: Challenge and verify your creative assumptions with real data • Audience Response: Measure how different audience segments react to content variations.

Maximize your content's potential with a thorough audit. - Assess each piece's performance to understand what resonates with your audience. - Identify outdated or underperforming content for updates or removal, ensuring relevance. - Spot gaps in your content to introduce fresh, targeted material. A content audit is not just housekeeping; it's a strategic tool for continuous improvement and alignment with your audience's evolving interests.

A content audit is always my first step when evaluating a creative startegy that is underperforming. It is common mistake to invest days / weeks on first ideating and then executing a strategy and then fail to invest the required time in evaluating how the initiatives are performing. Even a cursory review of how each component of a strategy is performing can reveal valauable opportunities on how to improve. Don't just fall into the outbound trap. Review, tweak and go again.

Creative agencies are experts in conducting audits to assess the effectiveness of creative, content, advertising, and brand strategies. We recently underwent a web and content audit, which helped us identify many areas for improvement. The most insightful part of the audit was the competitive analysis. It gave us a comprehensive understanding of how our competitors are performing compared to us, highlighting the areas where they are excelling and where they are falling short.

- Review Inventory: Examine all existing content across various platforms. - Categorization: Organize content by topic, format, channel, and other relevant criteria. - Assess Quality: Evaluate the quality, performance, and relevance of each content piece. - Identify Gaps: Spot areas lacking in content or topics that need more coverage. - Strategy Alignment: Ensure content aligns with overall goals and audience needs. - Update and Repurpose: Decide which content to update, improve, or repurpose for better effectiveness.

A periodic content audit will help you to measure the success of your creative strategy is working for a brand or not. A few years back when working on a kids brand, through content review highlighted the fact that kids loved catchy jingles, when we implemented the same in our creatives it worked for the brand, the audiences and became a top brand in the category. I have also used content review to repurpose creatives. End of the day you need to give the audience what they need and at the same time increase your brand recall.

In my experience, some of the most effective creative strategies come from integrating insights from different data sources. If put in an example: - For instance, combining customer feedback with analytics data provides both qualitative and quantitative perspectives. - By cross-referencing data, like customer feedback with competitor analysis, we can validate hypotheses. For example, if customers express dissatisfaction with a feature that competitors excel in, it's a clear area for improvement. The balance between these data types helps in creating actionable insights that further helps in drafting a new strategy or altering the previous strategy and making it more effective.

Na minha experiência, analisar o feedback do cliente e da comunidade, além do olhar analítico para os dados fornecidos pelas plataformas, é o melhor caminho para identificar se uma estratégia criativa está sendo eficaz. A soma desses insights traz uma visão mais clara para os próximos passos do processo, o que pode ser, muitas vezes, uma revisão de rota.

Besides focusing on these data sources that help us, creatives, to convince our audience in a way that is targeted towards customer needs, efficient and different from the creative directions found in the competitive landscape, I also believe it is important to build stories that move underneath that “surface”. Considering zeitgeist, (niche) cultures and meaningfulness are what makes creative work truly stand out. It goes beyond colors, shapes and taglines. It conceptually captures the core of a story that touches the people we reach. The data might sometimes say no. But our creative hearts might say yes. And that might just be the truthful source that helps us turn our curiosity and creativity into new insights for anyone we touch with it.

I think from a corporate standpoint, there maybe difficulties finding employees that are a good combination of data scientists and business analysts. Good insights come not just from the traditional “data scientist” as many factors comes to play such as if you are in 1 or many countries and regions. Products saturation. And market maturity.

Last year we have done more personal reachout on social media platforms and have solidified more business through these than ever before. Keeping it personal will be a big drive for us the new year aswell