Tips on how to get insights from Marketing on the results of your campaigns
The creative process involves a lot of feedback from stakeholders during production. However, many creative teams struggle to get feedback at an even more critical junction: after the campaign is launched.
According to the 2019 In-House Creative Management Report conducted by InSource and inMoitionNow, 79% of respondents say they rarely or never receive feedback on the performance of their creative.
The simple truth is that the creative department can only produce top-notch creative work if they are kept informed of the results of how their creative work performs in market. This creates a “virtuous cycle” of feedback that results in higher and higher performing creative work in each iteration. In order for creative teams to take a seat at the strategic table, they need access to all the great reporting and analytics insights that their marketing partners are already collecting.
The good news is that the feedback and data that creative teams need is already there. Marketing teams are extremely data driven. The problem is that the feedback isn’t making it over the wall to the creative team. Some reasons why include:
- Communication gap between marketing and creative – Marketing teams often assume that the creative team isn’t interested in campaign performance metrics. In reality, creative teams are very interested in this data!
- Lack of a collaborative partnership – In other cases there just isn’t a relationship between the two teams and neither group thinks about sharing the results. The 2019 In-House Creative Management Report found that only 51% of creatives say that collaboration between creative and marketing is effective. That means that only about half of creative teams are in a position to have these feedback conversations.
- Who’s on first?– Oftentimes the problem is as simple as defining one person as the “owner” of communicating feedback. Whether the marketing team sets up automated reports or schedules feedback meetings after a campaign has launched, simply naming someone as responsible for making sure feedback is communicated can make a world of difference.
In my experience, this last point is the real driver for why marketing teams don’t give creative teams effective feedback. By building in a formal step for feedback to the creative team as a part of the creative workflow, creative and marketing teams can successfully close the loop.
Making Results Feedback Part of the Loop
Here’s an example of how I worked with marketing to make feedback a two-way street.
At this organization, marketing and creative where under the same umbrella and reported to the CMO. Marketing and analytics reported into a separate VP than creative, so the first step was getting both VPs bought into the idea of sharing results feedback. Just getting the leadership team on board with sharing results is the first step.
Data is complicated. And sometimes it takes a while to sort out what it really means. Often the marketing team is hesitant to share results too soon outside of their inner circle. In order to overcome this barrier, there must be trust and respect between teams so that the marketing side remembers that their creative partners are part of the same team and have the same end goal in mind.
Then there is that barrier we all deal with every day – TIME. Putting together reports and setting up time to share it with teams outside of the normal channels is just one more thing to have to deal with. Until it is made a priority and part of the process, it simply falls through the cracks.
For us, the easiest way to make sure feedback was shared was to simply add a step to the workflow. Once the project was launched, we didn’t close the job. Instead, we built into the timeline a task for “Marketing Results Feedback”. This required adding additional question to the initial intake form, “Will this be tested, What is the Timeline for testing, When will results be available, Who is responsible for compiling the results?” Our account team was responsible for staying on this “milestone” until the results were in. Once they were, the Account or Traffic Manager on the creative team scheduled time with the marketing and creative teams for feedback sharing and next steps.
Sharing the information is a great start, but it’s only the beginning. When things really begin to take shape is when that sharing turns into discussion and the creative team shares ideas of what they think could possibly change about the creative to move the needle on the results. The discussion leads to action plans for retesting new creative, and a true partnership forms.
In summary, Creatives can’t take their rightful seat at the strategic table if they aren’t being given data and results feedback. But sitting back and waiting for marketing to drive this probably isn’t going to be the fastest or most effective way to get in on the data. My advice is to make Results Feedback part of your creative process and have the creative team own that task.
For more information about this and other Creative trends for 2019 download the 2019 In-House Creative Management Report.