Informed Creative is both an approach and suit of tools that helps drive business intelligence from creative outputs which in turn allows you to produce better creative outputs.

1. © 2012 MassMedia Studios. Commercial in Confidence.

2. The Art Of Informed Creative
Definition
Application
Reasoning
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3. Definition
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4. A Different Approach
Traditional Creative Informed Creative
START => Big Idea Hypothesis
MED => Rollout MVP
END => Report Understand
Definition
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5. A Different Approach
Definition
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6. Components
1. Malleable
2. Scalable
3. Repeatable
Definition
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7. Application
1. Metric Categorisation
2. Hypothesis Validation
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8. AA R R R!
A
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9. 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.

10. 2. Hypothesis Validation
1 2 AWARENESS
ACQUISITION
3
Opp to see
New site visitors
Recognition
Email sign up
ACTIVATION Form completion SEM CTR %
RETENTION Retention rate CS volume
AWARENESS Opp to see Recognition
REFERRAL +ve social sentiment Net Promoter Score
ACQUISITION New site visitors Email sign up
REVENUE Attributed sales Customer Lifetime Value
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. Image credit: 500px.com/photo/553621

11. Reasoning
© 2012 MassMedia Studios. Commercial in Confidence. Credit: http://xkcd.com/242/

12. It Makes Data Manageable
Reasoning
© 2012 MassMedia Studios. Commercial in Confidence. Image credit: Economist Feb 2010

13. 73% CEOs – Marketers Lack Credibility
Reasoning
fournaisegroup.com/Marketers-Lack-Credibility.asp
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14. It Delivers Constant Evolution
Reasoning
fournaisegroup.com/Marketers-Lack-Credibility.asp
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15. MOAR
1. Talk
2. Read blog.massmedia.com.au
3. Tweet @vladiim
© 2012 MassMedia Studios. Commercial in Confidence.