How and Why to Lead with Creativity

Developing data-driven solutions to measure and promote your business is
important. Identifying suitable business practices and understanding the
strategies that yield better results will lead to less trial-and-error
in the future, saving the time and money you invest in a business.

Leading with creativity can boost efficiency, lower your expenses, and
promise a satisfactory result each time. All you need to do is
understand the systematic measurement and creative intuition needed to
make your business thrive. Think about it as a mathematics problem. By
following specific steps, you can always ensure the best results.

You can learn to lead with creativity by following the steps below:

Measure the Genuine Reach of Creative Content

To understand the quality of a post, measure the reach of creative
content rather than how good it looks, its aesthetic, or how many awards
it could win.

Identifying how a creative quality affects business outcomes is the key
to accurate data measurement. To do this, you must isolate the impact of
the creative content from the campaign settings. This includes results
from the placement of the ad and the number of times it was shown to an
audience. Pay attention to how the creative quality performed without
the help of any strategy.

While there are many ways to do this, the main purpose is to understand
the impact of different campaign features on business outcomes, while
viewing the reach of the creative content separately.

Decode the Content

Next, you must quantify the results of the creative content by breaking
it down and categorizing it into different groups.

Subjective elements that set the tone or flow of the content may seem
like they cannot be measured, but that is not true. You can quickly
figure out the emotions that the content is looking to induce and what
production decisions were made to encourage reach, such as quick or
methodical pacing.

The main idea is to decode the creative quality into categories and
understand the impact of each one.


To optimize your content, you must think of it as a scientific theory.
Once your content has been subdivided into categories, you can use a
meta-analytic approach to create a hypothesis and calculate what
elements need to be tested. This will give you a clear formula to apply
to every post and achieve the results you want.

To identify and ensure the outcome of a creative variable, you can use
randomized experimentations. Through these experiments, you can serve
creative content to different test groups and control groups. This will
help you determine which creative post did well with which group, which
strategies resulted in better engagement, and which decisions were

To do this, you could, for example, pick two sets of creative content.
One could display the logo of your brand, and one could remain ordinary.
You split your test audience into three groups- those who see the ad
without the logo, those who see the ad with the logo, and those who see
both together. This will help you determine the impact your logo has on
an audience and help you make informed decisions in the future.

It is important to remember that these control groups are not your real
audience- you must not try to impress them or invalidate the results in
any way. Neither group should know why they are being tested. This will
lead to valid, reliable results that you can then use to increase your
business value and promote your products.

Remember, all you need to do is patiently follow these steps, and within
no time, you will start seeing guaranteed results to make your business

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