How to make a perfect content/data sandwich…

Think of the relationship between data and creativity like building a gourmet sandwich. The data is the bread holding everything together, and the creative is the filling that makes people want more. While the filling is what gets us excited, the data is essential to the whole thing not falling apart.

Here's how we put data at the heart of our creative process:

• Start with data: Understanding your audience is a non-negotiable. What do they need? What entertains or informs them? The answers lie in the data.

• Go beyond clicks: Click-through rates are great, but dig deeper. There’s a vast amount of data you can glean from your current content and user behaviour so make sure you take the time to fully understand it. We recommend you use tools to analyse the behaviours and trends of your audience. What are they really engaging with when it comes to your content?

• Experiment boldly: A/B testing can reveal unexpected insights. Sometimes the smallest tweak - like a headline change - can shift your results dramatically.

• Think ahead: Plan your campaign insights during the creative process. Knowing what you want to learn can spark new ideas and keep your strategy sharp.

• Tie it all in together: No campaign is complete without a data report. This is the final slice of bread that holds the whole thing together. Your data report will shed light on the full story: what worked, why it worked, what didn’t, and what can be trialled next time. Your data report will help you to celebrate the wins, and learn from the losses. We think it’s key to always ask yourself, what’s next?

What’s your secret to balancing data and creativity in your campaigns? Or do you find yourself favouring one over the other? Let’s chat.