The creative process doesn’t end when a project is approved and deployed as a marketing asset. Looping that asset’s performance metrics back to the design team is a pivotal part of the overall creative workflow.
When analysts for professional sports teams noticed that marketing promotions that included the team’s logo vastly outperformed similar creative assets that featured player imagery — something which, to the casual observer, this may simply sound like good analyst work — it showed something significant: creatives rarely receive an analytical assessment of their work.
More than half of creatives say they rarely…get qualitative performance data about the creative content
Those analysts didn’t just stumble upon that insight.