We are in the midst of a shift in how we use analytics to drive enhanced creative. Historically analytics has been very ROI focused. Yes, we would optimize media and creative in the execution phase and even look at visits and time spent after we had something in market. However, while the idea of using web analytics as part of the ideation and creative process was talked about, rarely if ever was it done effectively. This still hold true today. Just think about it. We all talk about using analytics to inform insights which can then be used in the ideation and design phase but in reality there are few instances where you can really see the impact.

To take advantage of what web analytics has become today (more real-time information, easier ways to test, etc…) we have to change the way think. Step back and reflect on what we get from analytics as an additive to the design process. Next, take action.

First, all sides need to understand that using analytics to inform and contribute to design involves a very close tie between the two sides.  Analytics and creatives must be in the same room, literally. Next, they need to start talking about what we know about behavior, what works and what doesn’t and then use that feedback in the ideation process.

Next, the two sides need to increase the level of experimentation in their work. This means putting real time analytics in the hands of creatives both early and often and then putting it into easily digestible formats.  Dmitri Macx of Ogilvy & Mather New York has some great examples of scorecards where he puts the data into relationships which then align with the creative development process.

Third, the team should not only be prepared and open to experiments but they should also have a way to experiment with ideas quickly and then see the results of those changes immediately.  After all, if a connection to a consumer isn’t working, we need to tweak it or rethink it right away, make the changes needed and then see how that works.

Mitch Joel on Twist Image’s Six Panels of Separation blog suggests that we haven’t fully embraced the idea that the knowledge we get from web analytics can be an additive to the creative process.  In fact, some of us in the industry still cling to the notion that pure unfettered (I would say undisciplined) creative is the best way of landing a coveted industry award and ensuring a happy client.  It reminds me of back long ago when we were fighting about the effects of content management systems and how they would impact our creative output.  At the time the “constraints” imposed by such systems were seen as restrictions on creativity. However, what we soon found out is that when done right content management systems free us up to be even more creative.

Now take that example into account the next time your creative and analytics teams are locked in a room.

Bill Camp

SVP, Corporate Operations