Betting on Analytical Creativity
By Manuel Coutinho | Project Manager at Monday
Why don’t I get more visits on my redesigned website? Why have my online sales gone down after my last campaign? Why don’t I have users on my shiny new app?
The creative industry has been dancing to the beat of it’s own drum for quite some time now. The difficulty in measuring and quantifying correctly the impact of a creative strategy in the past has created a culture of service providers focused too much on the solution without fully understanding the problem. This culture no longer fits in the analytics age.
“The creative industry has been dancing to the beat of it’s own drum for quite some time now.”
Today, established and new businesses alike still need to differentiate themselves from the competition and creativity is still a necessary ingredient to do it but now more than ever we have tools to measure and analyse the digital impact of any action. This new reality warrants the requirement of an analytical explanation for the creative choices we make.
“(…) Business Model Canvas, Blueprint and analytics processors should enable us to work together with our clients (…)”
We often believe there is no room for emotion on analytical strategies and also no real data points to measure on creativity but the two sides of the coin shouldn’t be mutually exclusive. In a modern project development methodology we should use the constraints of working with the KPI’s that are vital to the businesses of our clients and use them to stimulate the development of innovative and creative solutions.
Embracing tools that provide diverse insights in our process such as the Business Model Canvas, Blueprint and analytics processors should enable us to work together with our clients to truly identify and understand the problem before we begin working towards a solution. What digital agency’s need to offer today is a process that starts by a deep understanding of the client’s value proposition to its customers and that leads to a creative and analytically sustained recommendation for the best way to communicate and capitalize it.
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Monday is a full service digital and interactive agency based in Lisbon. Weʼre a team of designers, builders & thinkers who craft digital experiences. Clients include: Snickers, Red Bull, Twix, Philips, M&M’s