Our guest today is Gabe Kwakyi, co-founder and CEO at Incipia. I am excited for today’s episode as I have been following Gabe’s blog for years now where I have learned invaluable information and skills with regard to mobile marketing strategies.
Today, Gabe and I will discuss the concept that they call the creative hit rate and how to define quantifiable goals for a creative team. Additionally, we discuss how Gabe’s team has adapted to this way of focusing on hit rate as a company-wide goal and how it has been essential for driving very many creative wins.
⚡️Creative as the most important factor that influences scaling - and how that inspired Gabe and his team to define quantifiable goals around creatives.
🤔What is the creative hit rate - and what is a ‘hit’?
🧠How to think objectively about the hit rate given that algorithms do strange things.
💫Base hits, Grand Slam hits, and high performing assets.
⚙️Elements of creatives that have been shown to produce hits so far.
📍Having a hits-focused target ensures that the building blocks that produce hits are in place.
🏷The importance of tagging themes and sub-themes.
👯♀️How creative hit rates fit into an organizational performance evaluation process.
🎯How designers’ targets differ from those of marketers and art directors
💭How round tables with ad network reps can help brainstorm and drive idea generation.
💢What team process and infrastructure has had to change due to focusing on hit rate as a team KPI.
⚖️How to negotiate the balance between branding and performance aspects of creatives.
🗝The importance of being hypothesis driven in creative production.
Check out the full transcript and show notes here:
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