Creative Analytics Masterclass: Bridging Brand Storytelling & Data Science

As digital media platforms become increasingly automated, creative quality and data integration have become central competitive factors. This masterclass explores how analytics professionals can collaborate more closely with creative teams to transform raw customer data into powerful advertising materials.

The course is structured around four key areas. First, we examine the value of creative content in marketing, including leading industry research. Next, we introduce a framework for measuring creative effectiveness through KPIs such as VTR and Brand Lift. The third section dives into platform algorithms and industry frameworks like YouTube ABCDs, TikTok's Creative Code, and Meta's Creative Attribution - and shows how AI tools can scale creative production. Finally, we cover advanced measurement of creative impact through MMM and geo-experiments.

Participants work with structured frameworks, case studies, and practical exercises, gaining concrete tools to build creative briefs, test plans, and a cross-functional production workflow that brings together analytics, media, and creative teams.