April 2015
Intermediate to advanced
240 pages
5h 59m
English
book
The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
by John Lee, Craig Dempster
Content preview from The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
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Chapter 9Experience Design and Creation
Special Contributors: Patrick Collins and Kevin Walsh
Nothing is more provocative among creative professionals right now than the role of data and analytics in the creative process. A recent headline in Ad Age proclaimed that “Data-Driven Creative Equals Mediocre Creative.” In our experience, nothing could be further from the truth—and now more than ever, as the concepts of customization, personalization, and addressability at scale become a reality through the proliferating digital audience platforms.
In this chapter, we will highlight the benefits of bringing together the right-brain and left-brain capabilities of experience design and show how data can be used to elevate your creative. When executed well, data and analytics will: accelerate the creative process, provide a shortcut to known truths, improve the quality of ideas, and allow for less campaign waste.
How often have you clicked the unsubscribe link on an email because the copy didn't resonate or was clearly targeted to the wrong person? It is blatantly irresponsible for creative professionals to disregard what the data exposes. Data provides visibility; visibility provides insight. With insight, we can make fewer assumptions, create more impactful campaigns, and improve business performance. Improvements can be made to your creative and experience design process by:
- Creating with insight. Start with a more informed creative brief.
- Optimizing constantly. Launch and iterate; ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.