#creative-analytics

Measure creative performance and return on investment with data-driven methodology. Creative KPIs by objective: 1. Brand awareness: reach, impressions, brand recall lift, share of voice. 2. Engagement: likes, comments, shares, time spent, click-through rate. 3. Conversion: cost per acquisition, conversion rate, email signups, purchases. 4. Brand perception: sentiment analysis, brand health surveys, Net Promoter Score. Attribution modeling: 1. First-touch: credit to initial creative touchpoint. 2. Last-touch: credit to final interaction before conversion. 3. Multi-touch: distributed credit across customer journey. 4. Time-decay: more recent touchpoints receive higher weight. Creative testing framework: 1. A/B testing: single variable changes (headline, image, CTA). 2. Multivariate testing: multiple element combinations. 3. Sequential testing: iterative improvements based on performance data. Analytics tools: Google Analytics for web behavior, Facebook Analytics for social performance, brand lift studies for awareness measurement. Reporting structure: weekly tactical reports (engagement, reach), monthly strategic analysis (brand health, ROI), quarterly creative audits with optimization recommendations.