Chapter 9Experience Design and Creation
Special Contributors: Patrick Collins and Kevin Walsh
Nothing is more provocative among creative professionals right now than the role of data and analytics in the creative process. A recent headline in Ad Age proclaimed that “Data-Driven Creative Equals Mediocre Creative.” In our experience, nothing could be further from the truth—and now more than ever, as the concepts of customization, personalization, and addressability at scale become a reality through the proliferating digital audience platforms.
In this chapter, we will highlight the benefits of bringing together the right-brain and left-brain capabilities of experience design and show how data can be used to elevate your creative. When executed well, data and analytics will: accelerate the creative process, provide a shortcut to known truths, improve the quality of ideas, and allow for less campaign waste.
How often have you clicked the unsubscribe link on an email because the copy didn't resonate or was clearly targeted to the wrong person? It is blatantly irresponsible for creative professionals to disregard what the data exposes. Data provides visibility; visibility provides insight. With insight, we can make fewer assumptions, create more impactful campaigns, and improve business performance. Improvements can be made to your creative and experience design process by:
- Creating with insight. Start with a more informed creative brief.
- Optimizing constantly. Launch and iterate; ...
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