{"id":7897,"date":"2024-06-14T14:07:22","date_gmt":"2024-06-14T14:07:22","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/"},"modified":"2024-06-14T14:07:22","modified_gmt":"2024-06-14T14:07:22","slug":"how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/","title":{"rendered":"How to bridge the gap between creative marketers and marketing analysts"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Data-driven marketing organizations must create a conduit of information between their data teams and creative teams. However, legacy organizational structures, specialty skills and a lack of shared information often hinder this flow.\u00a0<\/p>\n<p>Let\u2019s explore the roots of the divide between creative marketing teams and marketing analysts and uncover practical solutions to bridge this gap.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-understanding-the-gap\">Understanding the gap<\/h2>\n<p>Marketers have historically built structures that physically and culturally separate teams. Specialties were grouped together, with \u201ccreatives\u201d on one team and \u201canalysts\u201d on another. <\/p>\n<ul>\n<li>The creatives included campaign management, graphics and copywriting, with a focus on content creation, campaign ideation, branding and storytelling. <\/li>\n<li>Analysts were after-the-fact people, reporting on performance, pulling together market research and collecting data.\u00a0<\/li>\n<\/ul>\n<p>These groupings allowed organizations to concentrate skill sets, allocating individuals to their associated toolsets and easing communications within the function. The separation of the functions worked fairly well in a slower-moving world, with time for post-campaign results to inform the next campaign.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-more-data-fluidity-is-needed\">More data fluidity is needed<\/h2>\n<p>However, today\u2019s \u201calways-on\u201d campaigns demand continuous results that must be analyzed, interpreted and fed back into the system, requiring a close relationship between functions. More interaction between these groups is needed. On average, employees waste <a rel=\"nofollow noopener\" href=\"https:\/\/www.lobbycre.com\/resource\/blog\/how-data-silos-impact-productivity-data-integrity-and-revenue\/\" target=\"_blank\">5.3 hours<\/a> every week waiting for data from colleagues. These wait times lead to missed opportunities and missed revenue.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/mastering-the-art-and-science-of-creative-analytics\/\" target=\"_blank\"><strong><em>Mastering the art and science of creative analytics<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-holiday-campaign-gone-awry-the-cost-of-disconnects\">A holiday campaign gone awry: The cost of disconnects<\/h2>\n<p>Let\u2019s take a look at how easy it is for data and creative teams to have the best intentions and still miss the mark in the following scenario.<\/p>\n<p>A global retail company developed a major holiday marketing campaign, expertly imagined by the creative team. The integrated campaign featured a series of high-budget TV commercials, social media ads and in-store displays centered around a razor-sharp, on-trend holiday theme. Before launch, the creative team was already thinking, \u201cNailed it!\u201d<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p>Halfway through the season, the results became clear: lower-than-expected sales, a failure to resonate and lackluster engagement. The data teams pulled reports to feedback to the creative teams, but they could only pull the reports weekly due to API issues. Then, the creative teams took two weeks to develop new assets. By that time, the holiday season was halfway over.<\/p>\n<p>The organization\u2019s not-very-Happy New Year post-mortem revealed:\u00a0<\/p>\n<ul>\n<li><strong>Misaligned audience targeting<\/strong>: The creative team targeted Gen Z but failed to incorporate a sustainability aspect identified by the analysts that would have resulted in a more effective campaign.\u00a0<\/li>\n<li><strong>Lack of data-driven content<\/strong>: Social media and keyword analysis indicated the trend had peaked, but this message didn\u2019t make it to the creative team.<\/li>\n<li><strong>Disjointed metrics and KPIs<\/strong>:<strong> <\/strong>In its testing, the creative team focused on brand recall, while the analysts focused on conversion rates. The teams could not agree on optimization priorities, leading to inaction.\u00a0<\/li>\n<li><strong>Lack of feedback loops<\/strong>: Campaign managers requested bespoke reports from the data team and filtered through raw data to find insights. They then generated a creative brief and went through the traffic manager to get changes made.\u00a0<\/li>\n<\/ul>\n<p>The data teams had much of the information needed to fix the campaigns. However, the processes weren\u2019t in place to get the data to the right people in time to adjust the campaigns promptly.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-bridge-the-gap\">How to bridge the gap<\/h2>\n<p>Here\u2019s how marketers can create more effective ways to bridge the gap between creative and data teams.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-cross-pollinate-creative-and-data-teams\">Cross-pollinate creative and data teams<\/h3>\n<p>Create more opportunities for creative and data teams to interact. For example, invite both creatives and analysts to initial kick-off meetings to provide a forum where data-driven insights can inform creative concepts and where creative ideas can be grounded in market realities. Ensure communication lines are open between the teams and that leadership supports those communication lines.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/from-creative-briefs-to-conversations-the-key-to-better-marketing-alignment\/\" target=\"_blank\"><strong><em>From creative briefs to conversations: The key to better marketing alignment<\/em><\/strong><\/a><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-visible-campaign-information-radiators\">Visible campaign information radiators<\/h3>\n<p>Ensure campaign data is highly visible and available in real-time. Consider creating a shared dashboard accessible to creatives, campaign managers and data analysts, providing information on the creative\u2019s performance. Develop a process where creative teams can share and prioritize actionable insights.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-reserve-capacity\">Reserve capacity<\/h3>\n<p>Consider reserving a set amount of time to refine campaigns-in-flight based on the actionable insights. A campaign is complete only after it has ended, not upon launch. In the beginning, estimate the capacity needed for in-flight campaigns and refine the reserve capacity over time.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-unified-goals-and-kpis\">Unified goals and KPIs<\/h3>\n<p>Make sure both teams are aiming for the same targets. As part of the intake process, the creative and data teams must agree on how to measure campaign success, including brand and business outcome metrics. Make sure that both teams are incentivized around the same metrics to avoid conflicts.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-integrated-technology-platforms-and-ai\">Integrated technology platforms and AI<\/h3>\n<p>Wherever possible, cross-pollinate technology. Invest in integrated marketing platforms that allow creatives to see performance results. Create templates for easy updating and use AI to optimize assets based on predefined targets.\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/riding-the-ai-tsunami-harnessing-creativity-and-efficiency-in-the-digital-age\/\" target=\"_blank\"><strong><em>Riding the AI tsunami: Harnessing creativity and efficiency in the digital age<\/em><\/strong><\/a><strong><em>\u00a0<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-shared-goals-shared-success-integrating-creative-and-data-driven-marketing\">Shared goals, shared success: Integrating creative and data-driven marketing<\/h2>\n<p>While traditional marketing organizations often group functional areas together, they do so at the risk of miscommunication and missed opportunities. Always-on campaigns demand marketers build circular pathways and processes to flow information between their data and creative teams.\u00a0<\/p>\n<hr\/>\n<hr\/>\n<p>Cross-collaboration, shared systems, and unified metrics support the data fluidity needed to meet and respond to the market. Organizations that focus their efforts in this direction will continue to see the gaps between creative and data teams shrink.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Data-driven marketing organizations must create a conduit of information between their data teams and creative teams. However, legacy organizational structures, specialty skills and a lack of shared information often hinder this flow.\u00a0 Let\u2019s explore the roots of the divide between creative marketing teams and marketing analysts and uncover practical solutions to bridge this gap.\u00a0 Understanding [&hellip;]<\/p>","protected":false},"author":3,"featured_media":7898,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-7897","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to bridge the gap between creative marketers and marketing analysts - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to bridge the gap between creative marketers and marketing analysts\" \/>\n<meta property=\"og:description\" content=\"Data-driven marketing organizations must create a conduit of information between their data teams and creative teams. However, legacy organizational structures, specialty skills and a lack of shared information often hinder this flow.\u00a0 Let\u2019s explore the roots of the divide between creative marketing teams and marketing analysts and uncover practical solutions to bridge this gap.\u00a0 Understanding [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/okdesign.ca\/fr\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\" \/>\n<meta property=\"og:site_name\" content=\"OK Design\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/okdesign.ca\" \/>\n<meta property=\"article:published_time\" content=\"2024-06-14T14:07:22+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/okdesign.ca\/wp-content\/uploads\/2024\/06\/How-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts-800x450.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"450\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"OK Design\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"OK Design\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\"},\"author\":{\"name\":\"OK Design\",\"@id\":\"https:\/\/okdesign.ca\/en\/#\/schema\/person\/a8cdeff6d4fdb205ceabe60a22c77a75\"},\"headline\":\"How to bridge the gap between creative marketers and marketing analysts\",\"datePublished\":\"2024-06-14T14:07:22+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\"},\"wordCount\":981,\"publisher\":{\"@id\":\"https:\/\/okdesign.ca\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/i0.wp.com\/okdesign.ca\/wp-content\/uploads\/2024\/06\/How-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts-800x450.png?fit=800%2C450&ssl=1\",\"articleSection\":[\"Agency\"],\"inLanguage\":\"fr-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\",\"url\":\"https:\/\/okdesign.ca\/how-to-bridge-the-gap-between-creative-marketers-and-marketing-analysts\/\",\"name\":\"How to bridge the gap between creative marketers and marketing analysts - 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