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© 2012 MassMedia Studios. Commercial in Confidence.
© 2012 MassMedia Studios. Commercial in Confidence.
The Art Of Informed Creative
Image credit: 500px.com/photo/404307
Definition
Application
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
Definition
Image credit: 500px.com/photo/1060742
© 2012 MassMedia Studios. Commercial in Confidence.
A Different Approach
Traditional Creative Informed Creative
Big Idea Hypothesis
Rollout MVP
Report Understand
Definition
START =>
MED =>
END =>
© 2012 MassMedia Studios. Commercial in Confidence.
A Different Approach
Definition
© 2012 MassMedia Studios. Commercial in Confidence.
Components
Definition
1. Malleable
2. Scalable
3. Repeatable
Image credit: 500px.com/photo/4124341
© 2012 MassMedia Studios. Commercial in Confidence.
Application
1. Metric Categorisation
2. Hypothesis Validation
© 2012 MassMedia Studios. Commercial in Confidence.
A A A R R R !
© 2012 MassMedia Studios. Commercial in Confidence.
1. Metric Categorisation
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
Application
© 2012 MassMedia Studios. Commercial in Confidence.
2. Hypothesis Validation
ApplicationImage credit: 500px.com/photo/553621
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
AWARENESS Opp to see Recognition
ACQUISITION New site visitors Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
REFERRAL +ve social sentiment Net Promoter Score
REVENUE Attributed sales Customer Lifetime Value
1 2 3
© 2012 MassMedia Studios. Commercial in Confidence.
Reasoning
Credit: http://xkcd.com/242/
© 2012 MassMedia Studios. Commercial in Confidence.
It Makes Data Manageable
Image credit: Economist Feb 2010
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
73% CEOs – Marketers Lack Credibility
Image credit: 500px.com/photo/1992336fournaisegroup.com/Marketers-Lack-Credibility.asp
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
It Delivers Constant Evolution
Image credit: 500px.com/photo/3568465fournaisegroup.com/Marketers-Lack-Credibility.asp
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence.
MOAR
1. Talk
2. Read blog.massmedia.com.au
3. Tweet @vladiim