Skip to Main Content
The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms
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
April 2015
Intermediate to advanced content levelIntermediate to advanced
240 pages
5h 59m
English
Wiley
Content preview from The Rise of the Platform Marketer: Performance Marketing with Google, Facebook, and Twitter, Plus the Latest High-Growth Digital Advertising Platforms

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; ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

Scott C. Fox

Publisher Resources

ISBN: 9781119059790Purchase book