O'Reilly logo

Actionable Web Analytics: Using Data To Make Smart Business Decisions by Jim Sterne, Shane Atchison, Jason Burby

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 13. The Creative Brief

A lot of our discussion in the book so far has been factual and focused on analytics and how to use them. There is another side to all this, however: the design of the sites themselves. For many marketers and analysts this can cause fear and apprehension because it means venturing into the realm of the “creative” department. Fortunately, they’re eager to help and ready to learn and just waiting for your creative brief. This chapter shows you how to write one.

Chapter Contents

What Is a Creative Brief?

We envy creative directors in many ways. They’re designers, artists, and strategists all in one stylish package. The director part of their title ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required