What do you do if your creative strategy performance needs evaluation?

You should define clear objectives and metrics, then continuously monitor, analyze feedback, and adjust accordingly for optimal results. Document findings and use them to inform future strategies, aiming for ongoing improvement and alignment with business goals.

In my experience (based on hundreds of assignments) before undertaking the previously recommended steps (which sound so very corporate and unassailable) you need to take the simple step of figuring out WHY consumers buy your product. The goal is to discover the emotional need your product/service fulfills and how fulfilling that need makes your customer feel about themselves….and your product/service. Once you understand this critical and POWERFUL driver of consumer behavior, you have the cornerstone from which all the rest of your marketing should be built. Let me know if we can help.

Acredito que tão importante quanto a coleta e análise de dados fornecidos por diferentes ferramentas é o contato pessoal com o público alvo. Humanizar processos é primordial para compreender as necessidades, desejos e expectativas dos clientes. Ao estabelecer uma conexão direta com o público, as empresas podem obter insights valiosos que vão além dos números e estatísticas. O contato pessoal permite uma compreensão mais profunda das emoções, motivações e pontos de dor dos indivíduos, possibilitando assim a criação de soluções mais eficazes e personalizadas. Além disso, a humanização dos processos contribui para construir relacionamentos sólidos e duradouros com os clientes, promovendo a fidelidade à marca e a defesa ativa dela no mercado.

In my experience the best goals are the ones you can measure 1. Make it stick 2. Make it specific and measurable 3. Iterate Remember why you set goals. There are two main purposes To motivate employees (efficiency) • To assess their performance

Los objetivos, además de estar alineados con el negocio, deben tomar en cuenta al consumidor. Obtener reconocimiento de marca o aumentar el ciclo de vida del cliente se logra ás fácil si te basas en pains y gains reales. Y si las personas logran sus objetivos a la par de los tuyos.

Defining metrics for creative work, yes strategy included, can be tough. Numbers from quantitative metrics are straightforward, but they don't show you the full picture. We need to be measuring the impact of a good idea. That can be tricky. Here's what we need to look at: Brand perception: Did the work achieve our objectives? Emotional response: How does the audience feel? Did it make them laugh, cry, take action? Sentiment checks and analysis are key. Memorability: Does it stick in people's minds? Check customer reviews, expert opinions, and any user-generated content about the brand. Ensuring the quality of work requires qualitative metrics. Tracking them consistently, helps us stay on course and change direction if needed.

When choosing the right metrics, it's important to think about different things, like the goals you've set. Metrics like impressions, reach, clicks, conversions, engagement, retention, and satisfaction can give you good insights into how your strategy is doing. Also, it's necessary to know the difference between vanity metrics and value metrics. Vanity metrics might make you feel good, but value metrics like revenue, profit, and ROI are what show how your strategy is helping your business.

Here are some key metrics to consider depending on your goals: Brand Awareness: Impressions, reach, social media engagement (likes, shares, comments) Website Traffic: Click-through rate (CTR), unique visitors, page views Lead Generation: Conversion rate (e.g., signups for a newsletter), cost per lead (CPL) Sales: Conversion rate (e.g., purchases), return on ad spend (ROAS)

Based on the content created and the platform used for sharing, the metrics can vary. However, the primary objective of any content should be to generate "awareness" about the product/service, which remains consistent throughout. Other goals such as conversion and increasing follower count are also crucial and form the core of any campaign. Moreover, metrics play a significant role in establishing effective content for future campaigns.

I think this is obvious but, you cannot measure your creative strategy without the analytics provided by your paid media efforts, and without clear objectives. At least not when you work for a business or a brand. Be sure to define how and where your ideas are contributing to the marketing funnel and try to have the events or UTMs to really compare and follow what your clients are doing after they watch or interact with your ads.

First thing is to clearly outline what I want to achieve with the creative strategy. Determine performance indicators to determine the success of the strategy, collect data, analyse the data to ensure it meets the objectives of the strategy, then monitor and adjust as we progress with the campaign.

Creativity sometimes strikes when you're not forcing it and can strike anytime. The best ideas often come to me when I'm not pushing them and allow them to flow naturally. So whenever I get any ideas, I write them down no matter how raw they may be, collect them, and compare them with others. Later, I analyze and try different approaches. Only when the idea seems refined and the paragraph reads well do I pass it to a couple of people for a third-party opinion.

Here’s where we’re at … 🕕YOUR CREATIVE STRATEGY ALWAYS NEEDS EVALUATION!🤔ok. Cool. Now we can talk about how to lean in to it! Show up, put on your client hat, and critically assess your portfolio, are you happy with it ? No ?… why ? 🧠… think about something different and do that. Happy with it ?! 💪👑 Great ! Make it better ! Do work. ♾️

We need to collect and analyse data from various sources and platforms, using tools like GA, FB Insights, and Mailchimp Reports. Additionally, we should incorporate surveys, interviews, and focus groups to gather valuable feedback from customers and stakeholders. Regular and consistent data collection and analysis, along with benchmark comparisons, will be critical in identifying patterns, trends, and insights to optimize our creative strategy.

Testar é sempre importante! Mas antes de testar é preciso ter claro quais são os objetivos, o histórico da operação e possíveis fatores externos que estejam impactando. Com isso em mãos, rascunhe, teste, interprete e teste novamente.

Get the Most Out of Creative Testing: Avoid These Mistakes. Creative testing lets you boost your ads, but only if you do it right! Here's how to avoid the most common traps: • Have a Goal: Before testing, decide what you want to improve (clicks, conversions, etc.). This keeps you focused. • Wait for It: Don't change anything until you have enough data to be sure one version is truly better. • Test One Thing: Did the redesigned image or the headline make the difference? Test elements separately for clear answers. • Size Matters: Tiny tests will only tell you a little. Use online tools to determine how many people you need to include. Creative testing is powerful! By being smart and avoiding these pitfalls, you'll see your campaigns take off

Sometimes, throwing things at the wall and seeing what sticks can help clarify what you should be testing. I think there are many assumptions that people already know or judgments that they should know about optimizing their businesses. I've worked in so many situations where that is not true. Don't spend too long trying to create the stuff without testing the stuff. Figure out the best and fastest way to optimize your trials and tests so that you can get through them very comprehensively, but not so that you are stuck thinking and planning your tests so long that they don't take place.

Testing and optimizing your strategy is a crucial step toward success. No one better than your audience to tell you what is working or not, so listen to them, embrace their feedback and turn it into something tangible. This is where testing comes in handy. When you have too many creative ideas and are not sure which to choose, A/B testing is a great way to listen to what your audience things. Let them decide. Put all your creativity out there and see which method works best for your product and audience. Success is waiting for you .

We need to try different things like messages, designs, formats, tones, timings, and channels to make our performance better and reach our goals. A/B testing, multivariate testing, and split testing are useful for comparing different versions and finding the best one. Following best practices like being relevant, original, consistent, clear, and emotional will definitely make our creative strategies better.

Some of the greatest artists and art has sat in obscurity for very long periods of time, often unnoticed by those that encounter it, because the context changes perception. How many YouTube clips are there of major music stars busking and barely being noticed? In the same way, brilliant creative strategy (eg for brands) might not be presented to its intended audience in the right place or in the right way. So when the metrics come-in, it’s important to strip away that element and focus on, for example, dwell time and immersion rather than ‘how many engaged’. If the creative was good enough to retain attention, you know it’s good and isn’t being artificially inflated by being featured in an extremely heavy traffic OOH placement, for e.g.

It's really important to learn from our tests and make our creative strategy better. We should regularly check our goals and metrics to make sure they match our situation and what we want to achieve. And we need to keep up with what's happening in the industry, what our competitors are doing, and what our audience likes. That's how we stay relevant and effective in our creative strategy.

Coletar feedbacks é essencial para compreender a percepção do público sobre a marca. Utilizar pesquisas, análise de mídias sociais e interações diretas para obter insights valiosos fortalece e ajuda a direcionar o posicionamento da marca. Lembre-se de ajustar suas estratégias com base nesse feedback para garantir uma conexão autêntica e significativa com seu público-alvo, fortalecendo assim a identidade da marca e sua relação com os consumidores.

Learn and Iterate: Every campaign provides opportunities for learning. Whether it's through analyzing data, gathering feedback, or conducting post-mortem reviews, I actively seek insights that can inform future iterations. By identifying what resonates with our audience and what doesn't, I can continuously refine and improve our creative strategies over time.

Want to learn something? Strap in big boy. You about to get learnt. Listen to the streets, take out your headphones. Put your head on the ground and listen to the literal street. If you don't have ash and dirt and leaves on your face when you get up - you're leaving inspiration behind. Eat the asphalt. It's not a metaphor. Learn the street. How do you think you get street smart? Eating dirt. You want get sick. You'll get wisdom. Think on that.

First things first, clarity is key – you gotta know what you're shooting for with some rock-solid goals and those all-important KPIs. 2. Think of data as your secret sauce. Data tells you straight up how you're doing, from website hits to social buzz and everything in between. 3. Don't forget to tap into the mood of your audience with some real talk – surveys, social listening, etc. It’s not just about the cold hard facts; it’s about the feels, too. 4. Find your edge. A/B testing is your playground for trying out new flavors 5. Always, always keep an eye on the ROI – because, in the end, we’re here to make some noise and some cash.

What are you asking here? The question is completely nonsensical. Fine that you use AI, but let a human make sense of it. Thank you.

Ditch the usual playbook and go on a creative adventure, think like a broke artist, flirt with failure, and maybe steal a little wisdom from a completely unrelated field. Who knows, your next big idea might just come from chatting up a stranger or challenging your team to a paper airplane contest. Keep it weird, keep it fun. Happy hunting.

Cuando hablamos de creatividad es muy importante que siempre esté al servicio del negocio. Muchas veces nos encontramos con ideas increíbles que emocionan pero que no aportan a los resultados que estamos buscando. Por eso es tan importante que definamos bien los objetivos, y que la creatividad esté a merced de los mismos y no viceversa.

The need for evaluation is constant and we need to do it for ourselves and the sake of the work. Always. If we wait until a client decides they need to do the evaluation, it's too late. We need to get into the habit of evaluating ourselves at regular points of the implementation. Sometimes we fall too much in love with our own work and ignore the blind spots and red flags early on. We say "Oh it's too early to tell." "We need to wait until the next phase." Clients need to sell from the first phase, whether it's their brand, their products, their services. Remember that's the position they'll be starting their evaluations from. What position are we starting with?