Creative-data-content-atomisation

We’re pioneering a way to drive creative data performance

February 18, 2020
Jergan Callebaut

“Leveraging Content Atomisation you can increase engagement, brand loyalty and ROI within a couple of campaigns”

In marketing, we do love a bit of data. 

After all, that’s why we chart KPIs, refine our audiences (then refine them some more) and A/B test until the cows come home. So, how come, with all we preach from the Gospel of Data, the industry has completely ignored a whole treasure trove of data: Creative data.

Content-Atomisation-Marketing-performance

Creative data is all the elements that make up your ad creatives, and all the reactions your audience have to it. 

For all it’s flown under the radar, it’s incredibly important.

“When it comes to grabbing your audiences’ attention online, every fraction of a second counts, so every single detail matters”

When it comes to grabbing your audiences’ attention online, every fraction of a second counts, so every single detail matters. And once you understand your creative data, you understand exactly what your audience wants to see – from whole groups right down to the individual – and your messaging engages them. Every. Single. Time. 

Fortunately, at Datasine, we’ve developed an innovative way to gather and make use of this creative data: Content Atomisation – supercharged with artificial intelligence (AI). An approach that increases marketing ROI by dynamically personalising images, text and other media types across digital channels.

“When it comes to picking the image, copy and CTAs of ads, marketers tend to rely on guesswork”

What is Content Atomisation? 

When it comes to picking the image, copy and CTAs of ads, marketers tend to rely on guesswork. They know the audience they are targeting, sure, they have all the data they hold on that audience, but they don’t know exactly what their audience is engaging with most

At Datasine we have a core mission: Helping you remove the guesswork and bias out of your marketing. And this is where Content Atomisation is key.

Content Atomisation is the process of extracting individual creative elements, and turning them into data – everything from colours, objects and text features, to more abstract, stylised graphic elements (such as the ‘sparkle’ in the image below) and whether the ad evokes a ‘happy’ feeling.

data-creative-marketing

‘Content Atomisation is the process of extracting individual creative elements, and turning them into data’

Once the features in each ad have been identified, the next step is to find correlations between features and performance (impressions, clicks, CTR’s, conversions etc.). For example, are ads with blue skies more likely to be engaged with? Does adding an emoji to an email body decrease the number of conversions that an email receives? 

As humans, we are able to conduct this process manually. But, to do it at any real scale (which you’ll need to when you have hundreds, even thousands, of ads) you’re going to need the help of AI

AI is able to sift through and analyse vast quantities of data in moments to see what’s worked in the past and get intel for your next campaign on-the-fly, making it the perfect tool for Content Atomisation at scale. 

“Using Content Atomisation, our AI platform, Connect, can select the highest-converting ad creative from dozens of assets and hyper-personalise creatives for any audience”

The power of Content Atomisation

Using Content Atomisation, our AI platform, Connect, can select the highest-converting ad creative from dozens of assets and hyper-personalise creatives for any audience (from whole groups to individuals) across any digital channel.

data-driven-marketing-creative

Leveraging Content Atomisation, using our SaaS platform, you can increase engagement, brand loyalty and ROI within a couple of campaigns.

You can sift through huge sets of content in a fraction of the time to discover which is going to be the highest-converting for your audience, based on the predicted creative performance. 

And you can personalise the creatives you are sending out to each audience across digital channels, knowing that they are going to engage them.

Want to know more?

Leveraging Content Atomisation, using our SaaS platform, you can increase engagement, brand loyalty and ROI within a couple of campaigns.

We’re already working with a number of early adopters of Content Atomisation, including creative agency Rapp and a leading UK telecommunications provider.

Our first clients have reported enhanced CTRs upwards of 33%, and seen their engagement rates increase by as much as 80%.

Want to be among the early adopters of Content Atomisation? Book a demo now:

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