A Seattle advertising agency | Consulting
Connecting creative to performance data
Creative teams wanted to know which creative worked. The data to answer that lived in two places that didn't talk to each other.
- Role
- Concept, data design, and working prototype
- Data
- About 29,000 rows of campaign analytics
- Status
- Working prototype on real campaign data
Problem
The analytics export had performance metrics but no creative attributes. The trafficking tracker had creative attributes but no metrics. Neither could say which creative performed.
System
- Used the agency's creative naming convention (product, character, theme, offer, call to action) as the key to join the two sources.
- Tested the direction with simulated data first, then rebuilt on real Q1 to Q2 campaign data.
- Indexed click-through rate to benchmark so results read in context.
- Held back conversion analysis where volume was too thin to trust.
- Built and deployed the prototype with AI-assisted development.
Result
A working prototype that connects advertising creative to its performance, built for the agency's internal teams and its clients.
Durability
The join runs on the naming convention, not on manual matching. The discipline the team already uses to name creative is what makes it measurable.
Next case study
Building an in-house creative operating system
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