September 2025
Beginner to intermediate
200 pages
5h 48m
English
Content preview from Using Creativity and Data in Marketing
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09 The metrics that matter and briefs built on insight
‘If you’re trying to digest all of that data, it’s a bit pointless. It’s like trying to eat everything in the supermarket when actually all you wanted was an apple.’ – Simon Kemp
Getting your hands on a lot of data is easy but measuring the right things is much harder. This chapter is about cutting through the mist of metrics to measure what actually grows your brand.
At Automated Creative we’ve always been obsessed with the idea of closing the loop between data and creativity. Our experience of agency culture saw that there was a focus on creative ideas being cool or at least Cannes-worthy and not much attention was given to which elements of the creative drove the outcomes that were wanted. ...
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