measuring the intangibles - creativity under the data microscope
TRANSCRIPT
NICK GUEBHARDFounder, Data Tribe
Nick is the founder of Data Tribe and a senior digital
analytics consultant. He has over a decade
of hands-on experience in the design and
implementation of tracking strategies and has
worked with many of NZ's best-known brands
including Trade Me, The Warehouse, Farmers,
Southern Cross and others. Nick is passionate
about building a culture of analytics within
organisations and enjoys implementing customer-
level analytics.
#digiespresso
Measuring the Intangibles: Creativity Under the
Data Microscope
#digiespresso
Creativity vs Data
what is creativity?
- Bring into
existence
- Original
- Expansive
- Emotive
- Interesting
- Inspirational
The Fighting Potato by
Toby Guebhard, aged 4.5
Photo credit: Dev Benjamin
- Innovative
- Not a “me too”
- Empathetic
- Enriching lives
- Has a story to tell
Value of creativity to
organisations
Data
- Logical
- Presupposes
existence of
category/metric
- Has no agenda - 1s
or 0s
Photo credit: Igor Ovsyannykov
be creative with
your data
- Enough 1s and 0s =
unique DNA
- Human genome
length = 3 billion
base pairsPhoto credit: Zhifei Zhou
Track different performance metrics
Photo credit: Tracy Thomas
- Text
- Video
- Art
- Photos
- Music
- Games
- VR
engagement metrics will
depend on the media
measure popularity
- Unique pageviews
- Unique Plays
- Unique browsers
- Unique views
- Bounce ratePhoto credit: Chad Kirchoff
Photo credit: Pablo Heimplatz
Video/music
- X% watched / played
Images
- Enlargements
Articles
- % scroll
Other
- Shares
- Likes
- Downloads
measure engagement
Photo credit: Robin Pierre
- Duration of
popularity &
engagement
- Right metric for
duration?
(hours,
months?)
analyse
duration
Can indicate
- Convenience
- Consistency
- Price
- Placement
performance metrics
are not the whole
story
Break your creative down into dimension
data
Photo credit: Elisha Terada
track on-page creative
dimensions
What’s likely to be significant?
- Genre / subcategory
- Tags
- Style
- Creator / Author
- Colours
- Video length
- Camera settings
- Instruments
- Etc.
enrich your creative information
with other data
- Track creative IDs
- Enrich with internal data
- Enrich with external data
through Open APIs Photo credit: Denys Novozhai
MOVIE’S DNA
Performance
metrics
Genre
Main actors
Director
Internal rating
Movie ID
Supplier cost
Supplier name
Viewer ratings
for other
movies from
same director
Critics ratings
Production cost
Box office
revenue
Critics ratings
for other movies
by same
director
Your
Web/Mobile
analytics
Your other
internal data
IMDB data
movie example
Segment your audience
Photo credit: Elisha Terada
analyse which
audiences
consume which
content
- Historical content
preference
- Site searches
- Age & Gender
- Recency/frequency
- Location & Language
- Technology used
integrate your
CRM/EDM
customer data- Track IDs and join to other
data you may have about
the person
Photo credit: Elisha Terada
match
creative to
audience
Personalise content to reduce
friction and improve the quality
of performance metrics.
Photo credit: Nadine Shaabana
A note on Machine Learning
machine learning & AI
Photo credit: Patrick Tomasso
The three Ds of AI:
- Detect
- Decide
- Develop
example of
AI
Machine Learning
live demo
- https://cloud.google.com/vision/
- https://cloud.google.com/video-
intelligence/
Creative performance
metrics
Creative data
Enriched creative data
Audience metrics
Audience attributes
Enriched audience data
Data Storage
Computing
Machine Learning
STACK
Customer analytics
Predictive analytics
& real-time
personalisation
recommended reading
- ISBN-10: 1119406331
- ISBN-13: 978-1119406334
#digiespresso