Presented by: Nick Guebhard, Founder and Web Consultant, Data Tribe

2. NICK GUEBHARD
Founder, Data Tribe
Nick is the founder of Data Tribe and a senior digital
analytics consultant. He has over a decade
of hands-on experience in the design and
implementation of tracking strategies and has
worked with many of NZ's best-known brands
including Trade Me, The Warehouse, Farmers,
Southern Cross and others. Nick is passionate
about building a culture of analytics within
organisations and enjoys implementing customer-
level analytics.
#digiespresso

3. Measuring the Intangibles: Creativity Under the
Data Microscope
#digiespresso

4. Creativity vs Data

5. what is creativity?
- Bring into
existence
- Original
- Expansive
- Emotive
- Interesting
- Inspirational
The Fighting Potato by
Toby Guebhard, aged 4.5

6. Photo credit: Dev Benjamin
- Innovative
- Not a “me too”
- Empathetic
- Enriching lives
- Has a story to tell
Value of creativity to
organisations

7. Data
- Logical
- Presupposes
existence of
category/metric
- Has no agenda - 1s
or 0s
Photo credit: Igor Ovsyannykov

8. be creative with
your data
- Enough 1s and 0s =
unique DNA
- Human genome
length = 3 billion
base pairs
Photo credit: Zhifei Zhou

9. Track different performance metrics

10. Photo credit: Tracy Thomas
- Text
- Video
- Art
- Photos
- Music
- Games
- VR
engagement metrics will
depend on the media

11. measure popularity
- Unique pageviews
- Unique Plays
- Unique browsers
- Unique views
- Bounce rate
Photo credit: Chad Kirchoff

12. Photo credit: Pablo Heimplatz
Video/music
- X% watched / played
Images
- Enlargements
Articles
- % scroll
Other
- Shares
- Likes
- Downloads
measure engagement

13. Photo credit: Robin Pierre
- Duration of
popularity &
engagement
- Right metric for
duration?
(hours,
months?)
analyse
duration

14. Can indicate
- Convenience
- Consistency
- Price
- Placement
performance metrics
are not the whole
story

15. Break your creative down into dimension
data

16. Photo credit: Elisha Terada
track on-page creative
dimensions
What’s likely to be significant?
- Genre / subcategory
- Tags
- Style
- Creator / Author
- Colours
- Video length
- Camera settings
- Instruments
- Etc.

17. enrich your creative information
with other data
- Track creative IDs
- Enrich with internal data
- Enrich with external data
through Open APIsPhoto credit: Denys Novozhai

18. MOVIE’S DNA
Performance
metrics
Genre
Main actors
Director
Internal rating
Movie ID
Supplier cost
Supplier name
Viewer ratings
for other
movies from
same director
Critics ratings
Production cost
Box office
revenue
Critics ratings
for other movies
by same
director
Your
Web/Mobile
analytics
Your other
internal data
IMDB data
movie example

19. Segment your audience

20. Photo credit: Elisha Terada
analyse which
audiences
consume which
content
- Historical content
preference
- Site searches
- Age & Gender
- Recency/frequency
- Location & Language
- Technology used

21. integrate your
CRM/EDM
customer data
- Track IDs and join to other
data you may have about
the person
Photo credit: Elisha Terada

22. match
creative to
audience
Personalise content to reduce
friction and improve the quality
of performance metrics.
Photo credit: Nadine Shaabana

23. A note on Machine Learning

24. machine learning & AI
Photo credit: Patrick Tomasso
The three Ds of AI:
- Detect
- Decide
- Develop

25. example of
AI

26. Machine Learning
live demo
- https://cloud.google.com/vision/
- https://cloud.google.com/video-
intelligence/

27. Creative performance
metrics
Creative data
Enriched creative data
Audience metrics
Audience attributes
Enriched audience data
Data Storage
Computing
Machine Learning
STACK
Customer analytics
Predictive analytics
& real-time
personalisation

28. recommended reading
- ISBN-10: 1119406331
- ISBN-13: 978-1119406334

29. #digiespresso