Data driven design: bringing together creative and media
January 24, 2024
updated February 14, 2024
The “Marketing Statistics and Trends for 2023” by HubSpot revealed that 47% of marketing professionals are investing in data analysis tools to improve the effectiveness of their design and media strategies (HubSpot, “Marketing Statistics and Trends for 2023”). In today’s fast-paced and ever-evolving digital landscape, it has become crucial for design to be data-driven. Gone are the days when creative decisions were solely based on gut instincts and subjective opinions. The power of data has revolutionized the way we approach design, enabling us to make informed decisions that resonate with our target audience. In this article, we will delve into the importance of data-driven design and explore how it can bring together creative and media teams for enhanced collaboration and ultimately, better outcomes.
So, why should design be data-driven?
The answer lies in the ability to gain valuable insights into user behavior and preferences. By analyzing data, designers can identify patterns, trends, and pain points that can inform their design choices. Data-driven design allows us to understand what works and what doesn’t, enabling us to iterate and improve our designs based on real-world feedback.
The convergence of creative and media teams is a pivotal strategy for organizations aiming to achieve higher Return on Ad Spend (ROAS). This collaboration fosters a comprehensive understanding of consumer behavior, enabling the delivery of targeted and resonant messaging. A recent case study by Nielsen (2022) illustrates this synergy, where a unified approach led to a 50% increase in ROAS for a leading retail brand. By leveraging shared insights and data analytics, the teams were able to optimize ad placements and create compelling content that resonated with the audience, resulting in improved campaign performance and cost efficiency. This integrative model not only facilitates a seamless consumer journey but also enhances the creative process, ensuring that every dollar spent is an investment towards measurable outcomes.
This is quite a challenging task though, like bringing together 2 different worlds
As we recently discussed in a short interview with Grant Gudgel, the industry historically has been operating the way that creative and media teams are in most cases employed by different entities. It makes it even harder to synchronize their real-time collaboration.
One of the main obstacles we faced is the difference in language and approach. Creative teams often rely on intuition and subjective judgment, while media teams prioritize data and analytics. Finding a common ground and establishing a shared language was essential to foster collaboration. We designed Viewst to create a mutual workspace for both teams where they can quickly and seamlessly collaborate at a design step and receive prompt data on each creative performance.
Another challenge we encountered was the availability and reliability of data. In order to make informed decisions, we needed access to accurate and relevant data. This meant investing in tools and technologies that could collect and analyze data effectively. We also had to ensure that the data we collected was reliable and representative of our target audience. To solve this challenge we didn’t reinvent the wheel. We have shipped connectors to all different ad networks to forward the data and reflect it in the most convenient way for designers.
Tools and challenges to analyse creative performance across open web
The proliferation of tools for analyzing creative performance on social media platforms has transformed the digital marketing landscape, offering unprecedented insights into consumer engagement and content efficacy. These tools facilitate A/B testing, audience segmentation, and trend analysis, allowing for the optimization of creative content to boost audience interaction. However, the market also acknowledges the challenges faced by marketers in extending this level of analysis to display ads managed through Google Campaign Manager (CM). The complexity of integrating multiple data sources and attributing conversions to specific creative elements in display advertising creates a gap in the ability to measure and optimize performance with the same granularity as on social media platforms.
Viewst has achieved a significant breakthrough by successfully establishing attribution connections between Google Campaign Manager (CM) and various Demand-Side Platforms (DSPs). Through this integration, Viewst provides advertisers with immediate feedback on the effectiveness of their display ads, enabling them to make data-driven decisions. The platform’s proprietary algorithms correlate user interactions with creative variations across multiple channels, thus attributing conversions and engagement metrics directly to specific creative elements. This granular level of insight allows for rapid iteration and refinement of ad creatives, leading to improved campaign performance.
Creative strategist migh be the one who bridges communication gap between two teams
The dynamic landscape of digital advertising is giving rise to a novel professional archetype—the Creative Strategist. This emergent role represents a synthesis of artistic flair and analytical acumen, tailored to meet the demands of a data-driven marketing environment. A recent industry analysis delves into the evolution of this trend, highlighting the increasing necessity for professionals who can seamlessly integrate the traditionally disparate domains of ad design and performance analytics. Creative Strategists are equipped with the unique skill set required to craft compelling ad content while leveraging real-time data insights to inform their design decisions and optimize campaign efficacy. Their expertise encompasses a deep understanding of consumer behavior, proficiency in using advanced analytical tools, and the ability to predict market trends, thereby ensuring that creative outputs are not only aesthetically appealing but also strategically targeted and measurable. The analysis posits that the introduction of the Creative Strategist role is a response to the need for a more holistic approach to advertising that prioritizes accountability and ROI, signaling a paradigm shift in how brands conceptualize and execute their marketing strategies.
Data-driven design is about more than just optimized workflows and handoffs. It’s about creating a space where everyone feels valued and can contribute their unique perspectives. By bringing together creative and media teams, we can leverage insights and analytics to inform design decisions and continuously improve ROAS.
Viewst is built on the idea that collaboration should be an ongoing conversation, rather than a one-off handoff. It allows for a continuous flow of ideas and insights between designers and media buyers. It enables teams to iterate quickly, improve creatives, and speed up go-to-market, and provides a home field for both creative and media teams, fostering understanding and collaboration. We believe that Viewst will revolutionize the way data-driven design is approached, empowering teams to work together seamlessly and create exceptional user experiences.
Victoria is the CEO at Viewst. She is a serial entrepreneur and startup founder. She worked in Investment Banking for 9 years as international funds sales, trader, and portfolio manager. Then she decided to switch to her own startup. In 2017 Victoria founded Profit Button (a new kind of rich media banners), the project has grown to 8 countries on 3 continents in 2 years. In 2019 she founded Viewst startup. The company now has clients from 43 countries, including the USA, Canada, England, France, Brazil, Kenya, Indonesia, etc.