In order to make the most of the insights you can gather from Creative Intelligence, there are a few key topics you and your team will want to align on before you get started. Remember, you’re here to gather insights you can act on—not just to add more stats to a spreadsheet! With that, you’ll want to first decide if you’re going to analyze multiple campaigns, a single campaign, or an individual asset. For example, analysis at the campaign or multi-campaign level can provide insights and identify trends or brand best practices for future campaigns. Analysis at the asset level will provide in-the-moment insights to fuel real-time optimizations. Ultimately, what you choose will help determine how to use your findings to feed next steps.
Here are the three items we recommend your team aligns on before getting started:
Primary KPI: to use as the source-of-truth success metric. When working with granular creative data, focusing on one KPI tends to be most effective for a clear final outcome.
Objectives and Placement: to ensure analysis is aligned with media goals.
Dates or Campaign: to keep analysis consistent across data views.
Creative Hypotheses: to determine the creative questions you want to explore.
For example: If the creative team flip-flopped on any decisions when editing assets, such as preferred messaging or where to place the brand logo—that could be a useful place to begin exploring. Or consider the use case for these insights. Will they inform a future campaign, a year-end review, or a new business pitch? That can help determine the kinds of creative hypotheses you want to prove or disprove.
Taking the time to get clear on what your team is hoping to learn will not only return more compelling and actionable insights, but also guide how to best use Creative Intelligence.