From understanding metrics to ideating against performance results, strategic creative must generate output in the context of a multichannel experience.
Co-founder and Executive Creative Director Aaron Harvey explains how to “Cultivate Data-Driven Creatives” in new MediaPost article.
Excerpt:
“Capturing creatives’ interest in data is a matter of making it comprehensible to their role in the project. Instead of just informing them, for example, that a primary KPI for the design of a clothing-retailer’s website is an X-percent increase in the average order value, demonstrate how that would translate into tangible enhancements to the user experience.”
Read the full article here.
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