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Who are you seeking data from? The media buying and planning team? Why are they not giving it to you monthly? Don’t they provide it to the client monthly?
Let me just say you are a dream creative to partner with. I’m more than happy to provide insights, ideation and T and L ideas so we can drive results. Brand and performance creative are two different approaches to creative iteration and learnings though. Both have key insights and key assumptions over time and those are reinforced by client insights too.
@OP and EM1 100000%
So often it’s like pulling teeth trying to get this data. Clearly it’s politics.
ACD1 I think that could definitely be a contributing factor. I’m sure we could connect over struggles and woes haha
Well thank you — appreciate that 🙏🏻
I am asking marketing, because they work together with paid media to make decisions around audience, spend, targeting etc. marketing has access to the BI dashboards and data direct from the paid team. Also struggling with getting informative information such as analysis on performance. If we do get data it’s shared with little to no explanation in a spreadsheet. I know enough to understand and make data led decisions — however, it feels extremely wasteful and misaligned to be functioning in these ways.
It sounds like you lack the framework to derive action from performance insights. Create a learning roadmap. If tests were set-up at the start with a hypothesis in mind with slight differences that allow the media team to A|B test creative (text, copy, background, hook, theme variation, CTA, etc.) then your media team would be set-up to deliver those insights more seamlessly. All of this starts with a client insight on why they chose the brand, what they value in how the brand solves a problem or potential emotional feelings the brand gives them. Once you unlock any of those via market research or post purchase/lead insights, then you can create tests to understand why the creative is resonating. Highly recommend following creative strategists and agency owners that do this well, like Jake Abrams.
Just to be clear, what type of creative are you producing? Brand campaigns, product campaigns, sales/tactical campaigns and so on…
Results are key in knowing what could be done better. Whether a campaign performed successfully or below expectations. They are both the bedrock and cornerstone in moving a brand.
I mean everyone knocks it but in reality the most useful tool to align all parties is a marketing funnel. Creative, marketing, sales, partners etc.
Creating a brand specific one and agreeing measurements that benefit each party helps to bring people together and to challenge what is going on in the business and how healthy it is overall. You can tie different types campaigns as well as the type of report and cadence for each, depending on what’s required.
Again, what type of creative are you developing and are you familiar with the marketing funnel?