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
