Warlock Analytics

http://www.warlock.pro/don-draper-must-die-so-creative-may-live/

Don Draper must die (so creative may live) Don Draper must die (so creative may live) October 1, 2015by admin 0 Comments Almost over night the traditional world of advertising has lost 50% of it’s business to on-line marketing. How and why did this happened? Is this the end of creative as we know it? keep on reading and find out. We are all…

Sir Martin Sorrell, we might have an answer for you.

In his latest post on Linkedin (https://www.linkedin.com/today/post/article/20140630133308-237838958-the-scarcity-value-of-creativity) , Sir Martin Sorrell founder & CEO of WPP, complains about the difficulties that companies face in realizing the value of creativity (in advertising and marketing) to their organizations’ sales and performance.

Quoting from his post: “There are still businesses that see creativity as little more than a cosmetic: a final touch of lipstick to make a product look more appealing. They are profoundly wrong: and the world is full of case studies to prove them wrong. Applied creativity can be as central, as integral and as functional as any operating system; and should be expected to be so.”

It’s encouraging to hear an advertising global leader focusing on the same challenges Warlock is trying to solve. The way we see it, the reason that businesses cannot allocate the true value to creativity, derives from the decision maker’s lack of ability to quantify and understand it.

At the end of day, creativity is emotional and decision makers are not comfortable relying on emotions in their arsenal of tools. Eventually one will decide to go for it if he “feels” that it will be successful, and even then he will not be able to logically explain what is his confidence level and how did he get to it.

We believe that the solution lies within the business decision maker’s ability to properly attribute the success of campaigns to the creative element’ and to do it in the same measurable way that digital media activities are managed.

By mapping out the creative DNA of advertising creatives, and attributing campaign performance metrics to the different DNA parts of an ad, the picture becomes clearer and creative decisions will rely on actual data rather than feelings. Whether you’re measuring CTR, social engagement, leads or sales, you will now have those KPIs assigned to the DNA parts that drove those results.

A possible outcome of such analysis might let an advertiser know whether he should use humor or emotion to drive stronger results in his next campaign. To find out which user promises work best with either one of those tactics. Can this take us forward? Creative DNA matched with historic campaign data will provide you initial answers to these questions among others, and might become the bridge business and marketing leaders need to mitigate that gap.

- See more at: http://www.warlock.pro/sir-martin-sorrell-we-might-have-an-answer-for-you/ .RmWhUNsS.dpuf

Advertising mind tricks.
How effective are they? Which ones are you using?
Great examples in this article.
http://www.wired.com/2014/06/5-hidden-visual-tricks-advertisers-use-to-sell-you/

12 Hidden Tricks Advertisers Use to Sell You Stuff | Design | WIRED In his new book Hidden Persuasion, Andrews, with social psychologists Matthijs van Leeuwen and Rick Baaren, explores 33 of the sneakiest tactics advertisers deploy while hawking their products. These hidden persuasions, as Andrews calls them, are a driving force behind advertising world’s…