Measuring The Intangibles - Creativity Under The Data Microscope

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