You're struggling to evaluate your creative strategy. What's the best way to approach it?

"Creative Strategy" all by itself is a little bit of a trap. Its not an end game, its a tool to use as part of a bigger picture. So in my view I am a provider of solutions to a community. There are two parts to that. The first is am I doing the best I can with what we have today. The second is what next. This is where creative strategy makes sense. Do I understand the market, do I understand the technology, can we do it better. What are the drivers here (read buzzword bingo) frictionless, ease of use, friendly, etc. So if you have an understanding of your market then again "in my view" this is a team effort. Get in a room, throw ideas around, share ideas, see if you can come to conclusion. Creative means sharing.

When facing a complex problem or making a critical decision, it can be beneficial to step back and detach oneself from personal biases and opinions. One way to achieve this is by seeking input from colleagues and gathering diverse perspectives. By doing so, you can gain a more comprehensive understanding of the issue at hand and make a more informed decision. Once you have gathered a collective thesis, you can revisit the topic with a clearer mind and greater confidence in your analysis. This approach can help you avoid making hasty decisions based on individual biases or incomplete information, ultimately leading to better outcomes.

I personally try to take a first-principles-based approach. This helps me achieve a deeper understanding of the problem and be more creative in my solutions. It also typically allows me to apply my knowledge to a wide range of situations in the future. 1

The first step in tackling the evaluation of your creative strategy is to clearly define your goals and key performance indicators. Collect information and opinions from a range of sources, such as metrics and stakeholder comments. Try new things, make adjustments, and improve your plan of action in light of your findings. If you want new insights, think about consulting an outside specialist. Using a methodical and data-driven strategy will help you make sure your creative endeavors are in line with goals and provide significant outcomes.

Aborde a avalia??o com uma mente aberta e um desejo genuíno de aprender. Solicite feedback de uma variedade de fontes, incluindo colegas de equipe, mentores e até clientes. Use críticas construtivas como um trampolim para refinamento e crescimento.

Choose the right metrics and dive deep into the data. What's worked previously? What hasn't? Let the data inform your next move as opposed to winging a new concept with no logical backing.

The metrics are crucial for the success of the strategy due to the fact that creative solutions have different types and times of ROI. Setting the right KPIs - using mixed quantitative and qualitative indicators - can result useful not only to measure but to communicate the efficiency of the set of actions that represent the whole strategy.

Thick data are more important than big data in some situations. In any case collectiong the right data is crucial for a strategy.

This is maybe the most difficult part because it requires a solid background in data analysis and it can be subject of potential manipulation to reach a preferred discourse. To analyze data requires experience, knowledge, objectivity and a good communication. A proper data visualisation can help to speed up this process.

Consider what you aim to achieve with your creative efforts and how they align with your overall business objectives. Next, assess the performance of your current strategies by analyzing relevant data such as engagement metrics, conversion rates, and feedback from your target audience. This will help you identify what is working well and what areas may need improvement. It can also be beneficial to seek input from team members or external experts for fresh perspectives and insights. Collaborating with others can often lead to innovative ideas and solutions. Ultimately, a holistic approach that combines data analysis, goal setting, and collaboration is key to effectively evaluating and refining your creative strategy for optimal results.