Very interesting post from our SVP, Insights & Analytics, Havas Digital. I like to say that EVERYTHING should be measured, tested, analyzed, optimized…
Yes, even creatives.
This being said, you’ll notice from my previous posts that I like to preach about the fact you should always BEWARE of data. If you don’t use your common sense, do NOT use data. It is evil. Evil I tell ya!
On this point, I strongly suggest that you read the discussion in the comments between Michael and Tom. It takes 2 minutes and you’ll go to bed with 1.5 more IQ points tonight.