Warlock Analytics

15/10/2015

How to create great ads using a deck of cards.

http://www.warlock.pro/how-to-create-great-ads-using-a-deck-of-cards/

How to make a great ad? Every campaign manger faces this challenge every time campaign performance drops and he needs to come up with a new creative message. This methodology generates a mass of new killer ad fast and easy, just like playing cards…

Know your options – Understand creative impact factors such as Quality, Promise, Technique and Action
Understand the relevant ones for your product – Qualities for game offers are different than banking services. For the first one you’d like to use fun and excitement, and for the other you’d use rewarding and efficient.
Develop multiple messages and creative assets for each impact factor in your arsenal.
Test and learn what works.
Mix and match to create numerous messages that optimally trigger your audiences and drive the best engagement.

Now imagine all of this multiplied by hundreds of techniques, all connected to your campaign data as your creative optimization platform.

- See more at: http://www.warlock.pro/how-to-create-great-ads-using-a-deck-of-cards/ .vKxVk68u.dpuf

11/10/2015

If you're planning to visit and haven't registered yet for Casual Connect Tel Aviv next week. We might have a discount coupon for you. Ping us for details.

09/10/2015

Great resource from medium.com for your next campaign

link A word can make the whole difference October 8, 2015by admin 0 Comments We all know that great copy makes a huge difference in user engagement with our campaigns. Here’s an excellent article from Medium identifying the most effective words to use across your social media campaigns. Enjoy! 189 w…

01/10/2015

http://www.warlock.pro/don-draper-must-die-so-creative-may-live/

Don Draper must die (so creative may live) October 1, 2015by admin 0 Comments Almost over night the traditional world of advertising has lost 50% of it’s business to on-line marketing. How and why did this happened? Is this the end of creative as we know it? keep on reading and find out. We are all…

07/07/2014

Sir Martin Sorrell, we might have an answer for you.

In his latest post on Linkedin (https://www.linkedin.com/today/post/article/20140630133308-237838958-the-scarcity-value-of-creativity) , Sir Martin Sorrell founder & CEO of WPP, complains about the difficulties that companies face in realizing the value of creativity (in advertising and marketing) to their organizations’ sales and performance.

Quoting from his post: “There are still businesses that see creativity as little more than a cosmetic: a final touch of lipstick to make a product look more appealing. They are profoundly wrong: and the world is full of case studies to prove them wrong. Applied creativity can be as central, as integral and as functional as any operating system; and should be expected to be so.”

It’s encouraging to hear an advertising global leader focusing on the same challenges Warlock is trying to solve. The way we see it, the reason that businesses cannot allocate the true value to creativity, derives from the decision maker’s lack of ability to quantify and understand it.

At the end of day, creativity is emotional and decision makers are not comfortable relying on emotions in their arsenal of tools. Eventually one will decide to go for it if he “feels” that it will be successful, and even then he will not be able to logically explain what is his confidence level and how did he get to it.

We believe that the solution lies within the business decision maker’s ability to properly attribute the success of campaigns to the creative element’ and to do it in the same measurable way that digital media activities are managed.

By mapping out the creative DNA of advertising creatives, and attributing campaign performance metrics to the different DNA parts of an ad, the picture becomes clearer and creative decisions will rely on actual data rather than feelings. Whether you’re measuring CTR, social engagement, leads or sales, you will now have those KPIs assigned to the DNA parts that drove those results.

A possible outcome of such analysis might let an advertiser know whether he should use humor or emotion to drive stronger results in his next campaign. To find out which user promises work best with either one of those tactics. Can this take us forward? Creative DNA matched with historic campaign data will provide you initial answers to these questions among others, and might become the bridge business and marketing leaders need to mitigate that gap.

- See more at: http://www.warlock.pro/sir-martin-sorrell-we-might-have-an-answer-for-you/ .RmWhUNsS.dpuf

12/06/2014

Advertising mind tricks.
How effective are they? Which ones are you using?
Great examples in this article.
http://www.wired.com/2014/06/5-hidden-visual-tricks-advertisers-use-to-sell-you/

In his new book Hidden Persuasion, Andrews, with social psychologists Matthijs van Leeuwen and Rick Baaren, explores 33 of the sneakiest tactics advertisers deploy while hawking their products. These hidden persuasions, as Andrews calls them, are a driving force behind advertising world’s…

05/06/2014

An Ant or a Cheetah?
What kind of an ad person are you?

The best way to describe the transitions in the ad world today, is to divide it into two main groups.

In the right corner the Cheetahs, The classic ad people dealing with brand marketing and traditional advertising.

In the left corner the Ants, The new ad men and women dealing with digital media and performance based advertising.

But why ants and cheetahs?

The Cheetah is a skilled hunter. Its main strength derived from the ability to hunt the prey at the highest speed in nature, over 100 Kmh. However, this is also its weak spot. Its magnificent leap consumes so much energy that does not leave it enough strength for a second chance. This is why Cheetahs take their time before engaging a pursuit. They spend many hours examining the field knowing they have one chance that separates between life and death.

In contrary, the ant has a different strategy. What it misses in power and speed it compensate in mass and flexibility. The ants go out in a swarm of millions to every possible direction in search for food. When ants find a food source, they create a convoy which breaks it down and passes it back home. Those that don’t find anything will get lost and die, but their loss is insignificant compared to the power of the anthill.

The traditional ad man thinks like a cheetah. The brand strategy is built on the creation of one strong idea. Many millions invested in its success and promotion. In case it fails, implications are significant. Millions are lost and pivoting is slow and expensive. That’s why all major marketing efforts are preceded by months of planning, research and preparations. Mistakes are not acceptable, there is no 2nd chance.

In contrary, the digital ad people work like an anthill. Millions of ads, mostly not especially smart or creative are sent into the media space. Their production and media testing cost are relatively small. The good ones thrive for months and generate sales and profit to the advertisers, while the under performers are distinguished.

This is how these two species live by each other as if they are in two separate universes. Each with its advantages and disadvantages, considering it to be a given situation.

What if we could merge the benefits of both strategies? Create a new creature, smart powerful and strategic like the Cheetah, and with it pragmatic, efficient, and cost-effective like an Ant?

The new challenge of the advertising world is to combine strategy, thinking and creativity with capacity to quickly adapt in a changing environment.

Isn’t it time to start merging those worlds together?

- See more at: http://www.warlock.pro/an-ant-or-a-cheetah-2/ .aldF1LQm.dpuf

20/05/2014

Why does creative need order?
http://www.warlock.pro/why-does-creative-need-order-2

Throughout our careers as advertising professionals we had the opportunity to develop thousands of campaigns for top national and international brands. In most cases (as every sincere adman would agree) the strategy selected for a certain campaign, and the creative delivered, were based on a combination of gut feeling, talent and charisma, yet not on hard data.

Yes, often times we used some form of qualitative or quantitative research before launching a campaign, but those analyses never promised a true indication of the probability of success or failure. A campaign created this way had similar chances to succeed or fail. The reason is that the traditional advertising world did not systematically aggregate any specific data with regards to the creative elements included in an ad message. Therefore, advertisers could not base their decision making on hard data and were ultimately left to rely on their gut feelings.

What’s more interesting is that, even in the ad tech industry today, apparently no one aims to base their creative decisions on the data they work hard to accumulate; media decisions – yes, but not creative decisions. Why? Because they never think they can isolate and understand the impact of a specific creative element on the success of the overall ad.

This detailed level of creative data, smartly dismantled and incorporated into a big data analytic system that then informs the overall campaign, has the potential to become the Holy Grail for every CMO and CEO. Using a system like that can dramatically increase the success rate of every advertising or marketing campaign, across any media, and significantly reduce the amount of trial and error.

Imagine a system where every message you deliver, whether in an ad, a video, email, etc., was dismantled to its basic ingredients, up to a single word, visual element, concept or technique. Imagine then that each such element was then scored relative to its positive influence on your target audience. Moreover, imagine that your creative team could get immediate feedback for every ad they created that would inform them of what to change in the next ad in order to achieve better results. Imagine a time when the entire advertising industry, both traditional and technological, would stop relying on hunches and gut feelings, and base all of their decisions on hard facts!

Now stop imagining, as this is what Warlock is all about. In our world, a media guy can tell the creative guy exactly what part of the ad is working and what isn’t – in real time. He can tell him (for example) that, when writing a blog post about advertising, you get better results using a title with a question mark at the end. Why? Because it makes people read what you write…down to the last word.

Now tell us what you think, we’d love to hear from you…

- See more at: http://www.warlock.pro/why-does-creative-need-order-2/ .0CkhskX6.dpuf

15/05/2014

ארבעת השותפים שמגיעים מעולם הפרסום, שיווק וטכנולוגיה חברו יחד להקמת Warlock, חברה לייעוץ בתחומי הקריאייטיב בשימוש מודלים אנליטיים

14/05/2014

Hello World!!May 12, 2014by admin0 CommentsHey, We just launched and if you’re here guess you’d like to know what Warlock is all about.Our goal is simple, we’re going to make our clients the smartest they can be about their creative. We will do that by bringing clarity into the creative ingredients…