May 2007
Beginner to intermediate
288 pages
7h 29m
English
book
Actionable Web Analytics: Using Data To Make Smart Business Decisions
by Jason Burby, Shane Atchison, Jim Sterne
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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 ...
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