For those recently immersed in CES 2024, the tech excitement lingers. The event showcased a blend of present-day wonders and futuristic concepts, from flying cars to automated construction equipment.
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Generative AI has become a focus for many within our industry in recent months. A subset of AI-based startups is looking to transform the use of AI within the creative development process – transitioning from a world where only humans could deliver creative work that was legible and well designed to one where AI pairs creatives and machines closely together to improve outputs. Generative AI is predicted to become ready for mainstream use around 2030, but many are still unsure about what a successful AI + creative team partnership could look like. Generative AI startups don’t look to remove creative inputs, but instead, free up creatives to work differently.
If you talk to twenty different marketing and media professionals and ask them for their KPI framework for which they measure success, you’ll likely get twenty different answers. Upon closer inspection, some metrics may be a common thread, but all too often pitfalls exist; some versions may try to measure everything to the point of becoming an eye chart of ups and downs, while others may be so focused on a specific job to be done that they lose context of the bigger picture. At CourtAvenue, we use a KPI framework that aims to simplify format, provide a balance of metrics, and allow for scalability across channels and experiences. All while introducing the customer journey into the mix.