Getting Creative with Analytics
- Dstillery is a programmatic data and technology platform – we translate behavioral and geolocation data into digital intelligence for media buying and insights
- We ran a random experiment. We chose 3 creatives and a PSA. The creatives were purposely chosen for being extreme. A local NY artist, Fleer. A Klimt. A Rousseau. We measured clicks and we were encouraged to see differences based on creative (normally clicks are not a good proxy for behavior change).
- Overall – which one resonated?
- But the test was about how we individually react – about the micro cultures which exist within each brand. Why does this matter? A creative that resonates positively with one audience may resonate negatively with another.
- This research comes from causal inference experiments run by my Dstillery colleague when he was working in pharma. Essentially he found that although one drug was successful overall – if you looked at the results by gender – females were actually worse off.
- HH with children – Football
- Visual Artists – Football
- Gamers – Fleer/Bird
- Can we do this with a brand? can we test banner ads? can we find a brand that has the ability to run an experiment on digital creative? We met with 12 different brand CMOs and as you can imagine – we had great resonance with the idea but harder to put into practice.
- We have found that creative matters and micro audiences matter. By targeting to Chobani audiences with optimal creative, we were able to drive a 20% increase in offline sales.
DataQueen 