The Painter and the

Surveyor

Does Measurement Kill Creativity?

Some say

measurement kills creativity

AnalyticalCreative

What do they

really say?

That creativity

wants to be free?

That measurement

confines people?

What does that mean in a

business context?

What does that mean to

digital marketing?

Definitions

What is

creativity?

Ken Robinson

Creativity is the process of having original ideas that have value

VALUE

What is

measurement?

Measurement is the process of obtaining the quantity of a magnitude relative to a unit of measurement.

Wikipedia

QUANTITY

COUNTING

MEASURINGVALUE

Should Web sites be

beautiful?

What aboutcampaigns?

Let me ask

3 honest questions

What is a “creative” campaign

if it fails?

Can a failed campaign

be creative?

Creative of what

if not of business value?

VALUE

It’s Good For The Brand!!

Creativity needs PRESSURE to be productive

Constraints create

pressure

Matter of Equations

Architecture =

Creativity (Budget +

Gravity)

Design =

Creativity (Price +

Usability)

Cuisine =

Creativity (Ingredients +

Proportions)

Data blocking creativity is an absurd argument; what these people almost always really mean is accountability blocks stupid ideas.

Jim Novo

NUMBERSARE

RIGHT

FEEDBACK

CreativeRational

We need to nurture

a learning culture

Cultivate

Analytics is not a dark world in which creativity chokes.

SHOULD BE

NO TENSION

Measurement marketing

Creativity

Analytics

can’t be

EVERYTHING!

Thank youGracias