, , ,

Ana Andjelic channels my thoughts on data- and fact-based decision making in an interesting post on ad campaigns:

How can we then decide that a campaign was “better” than another one? We rarely look at a campaign data – partly because the actual metrics data is proprietary and not available to anyone beyond walls of an agency and of their clients…

General, and generally available, feedback mechanisms and benchmarks for success don’t really exist. While it may not have been possible before to know exactly if a TV/print/outdoors/radio campaign influenced particular brand affinity and purchase decisions, digital lets us do things differently.

This means that we don’t have to judge works of others purely on elusive criteria of “creativity”, but on actual data on how this creativity fared with people (what did they do? and what did they do next?).

Read the whole thing.