Insights, Marketing & Data: Secrets of Success from Industry Leaders CROUD - Avinash Kaushik (CSO). Part 2. How to use creative testing to 'win before you spend'. The importance of trust but verify; how to measure effectiveness; how to best use social media analytics.
Jun 27, 2023
Guest Avinash Kaushik, former Google analytics evangelist and author, discusses creative testing in marketing, balancing creativity & analytics, Croud's future, leadership qualities, book recommendations, and the importance of feedback for growth.
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Win Before You Spend
- Use creative pre-testing to predict ad success before spending your budget.
- Implement a 'trust but verify' approach by validating pre-test predictions against real-world results.
Creative Pre-Test Accuracy
- Creative pre-testing accurately predicts creative success or failure about 70-80% of the time.
- Pre-testing especially excels at identifying creatives likely to fail, improving budget allocation.
Balance Testing With Innovation
- Allocate about 85% of your creative budget to pre-tested ideas and reserve 15% to foster innovation.
- Use the 15% to experiment with unusual creative concepts and formats to discover new opportunities.