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October 8, 2018
How Media and Analytics Inform the Creative Content Process
Mark Robinson
Mark Robinson

Clients expect their agency to think out of the box and “be creative.” Some may assume that doesn’t apply to media and analytics, given those disciplines are inherently data-driven and performance-based. In reality, the opposite is true.

DATA REVEALS YOUR CUSTOMER JOURNEY.

The data derived from digital media in all forms – and the analytics pulled from paid, earned, owned and social digital platforms – are critical to understanding the customer and their journey. And, just as importantly, how and when to successfully intercept that journey with relevant content. Media data and related analytics can reveal important insights to inform the creative process of developing compelling content and messaging.

THE CUSTOMER JOURNEY GUIDES YOUR MARKETING GOALS.

The chart below is just one example of a customer journey, identifying the channels and tactics that intersect with the consumer along that journey to best-accomplish a marketing objective.

We need to ensure that the message used in any given tactic aligns with the consumer intent for the phase of the journey for which the message is being created. It also helps ensure that the destination for any online marketing message leads to content that aligns with and satisfies the consumer intent for clicking on that message.

A chart that outlines an example of typical customer journey, featuring both traditional and digital marketing tactics.

MEDIA AND ANALYTICS INFORM YOUR CREATIVE.

But it can’t just be any content or any messaging. It has to be informative, relevant – and creative! It’s useless to understand the customer journey map concept, know how media and analytics informs it – then fulfill with content that doesn’t stop the target and hold their attention.

To sum up, media data and insights drawn from analytics are foundational to understanding the customer, moving them through their journey, and informing the development of creative content that incents the target audience to act. It all works together.

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