Data-backed creative content — Anastasia Leng // CreativeX

About the speaker

Anastasia Leng

CreativeX

- CreativeX

"Anastasia Leng is the founder & CEO of CreativeX, an automated creative excellence platform that aims to advance creative expression through the clarity of data. CreativeX technology is used globally by Fortune 500 brands like Unilever, Nestle, Heineken, and even Facebook to measure creative efficiency, consistency, and impact across all their image and video content worldwide. Prior to CreativeX, Anastasia co-founded Hatch, one of Time Magazine’s Top 10 Startups to Watch in New York and one of four most innovative retail companies. Prior to Hatch, she spent 5+ years at Google, where she worked on every ad tech and analytics product, led entrepreneurship efforts in EMEA and was responsible for early-stage partnerships for Google Voice, Chrome, and Wallet. Anastasia graduated from the University of Pennsylvania with a triple major in Psychology, Sociology, and French. She’s been a nomad all her life and has lived in Bahrain, Vietnam, Hungary, Russia, France, England, and the US. She remains a mediocre tennis player, friend of donkeys everywhere, lover of carrot cake and an aspiring writer.

Show Notes

  • ·01:16 : What is CreativeX? ·Anastasia talks about what CreativeX does as a company and the motivation behind it. CreativeX helps their clients to produce large quantities of effective and relevant content to maintain and grow their audience. Anastasia explains the correlation between technology and streamlining content across multiple platforms. ·02:48 : How does data-backed content evaluation work? ·Ben and Anastasia discuss the similarities between SEO and what CreativeX does. Anastasia explains the different data points you can find in creative content like videos and images and how you can use these data points to improve your brand representation. Combining your higher level creative data with your marketing performance data to figure out how one impacts the other. Ben and Anastasia talk about how to analyze your data and break it down to find whats important to your performance. ·07:02 : Figuring out the ranking factors ·Anastasia sheds light on the process behind how CreativeX figured out the ranking factors for creative data initially. At first, the data pool gathered was very wide when compared to what individual marketers care about. To solve this, CreativeX had to come up with a quality score for creative content. Ben and Anastasia talk about the correlation between search engines and algorithm ranking and the creative quality score of ads. ·12:20 : How does CreativeX make sure that your content is converting? ·The CreativeX process with the creative quality score will get you more impressions and more visibility online. While this is important, there is also the question of getting these views to convert for you. Anastasia talks about figuring out the appropriate digital signals for your business type to get the most out of your advertising dollar. ·14:12 : The value of SEO skills in other mediums ·Ben and Anastasia get into the technical similarities between the SEO world and the creative content world. SEO has evolved throughout the years from being a dark art to something that is sought after to remain relevant with Google. While the SEO world is older and more mature than CreativeX, Anastasia believes that from a process point of view there is a lot to be learned from SEOs.

Episode Summary

  • ·“So fundamentally CreativeX is trying to bring a little bit of science and a little bit of objectivity to the magic of creative expression.” ·“And I don't think that often the SEO crowd thinks of there being such an overlap between creative optimization in terms of ads and video and what they're doing.” ·“So we know every objective thing we can about a piece of creative. And then let's use that data to try and figure out and map to everything from, is this consistent with your brand voice? Does this meet your best practices? Is this leveraging your latest learnings?” ·“It's really been about how do you take that underlying object metadata and structure it into richer concepts, which give you a lot more signal power to figure out greater creative truth.” ·“And we're constantly trying to think about what are the elements that get the ad to kind of be prioritized from an auction dynamics play...” ·“Even when you control for things like geography and brand and all this other stuff adds that as creative quality score goes up and ads that have what we call a perfect creative quality score tend to get 40% more impressions per dollar than ads that are on the lower side of the spectrum.” ·“So I think it's useful for the SEO communities to hear that their skills are applicable beyond just, Hey, being the geek in the corner, as you start to think beyond just producing creative and video optimization and even into organic growth and content.” ·“I think someone from the SEO world could actually come in and help us understand how SEO went from being dark hearts, to being a bit more science. What are some of those learnings that we can apply here?”
About the speaker

Anastasia Leng

CreativeX

- CreativeX

"Anastasia Leng is the founder & CEO of CreativeX, an automated creative excellence platform that aims to advance creative expression through the clarity of data. CreativeX technology is used globally by Fortune 500 brands like Unilever, Nestle, Heineken, and even Facebook to measure creative efficiency, consistency, and impact across all their image and video content worldwide. Prior to CreativeX, Anastasia co-founded Hatch, one of Time Magazine’s Top 10 Startups to Watch in New York and one of four most innovative retail companies. Prior to Hatch, she spent 5+ years at Google, where she worked on every ad tech and analytics product, led entrepreneurship efforts in EMEA and was responsible for early-stage partnerships for Google Voice, Chrome, and Wallet. Anastasia graduated from the University of Pennsylvania with a triple major in Psychology, Sociology, and French. She’s been a nomad all her life and has lived in Bahrain, Vietnam, Hungary, Russia, France, England, and the US. She remains a mediocre tennis player, friend of donkeys everywhere, lover of carrot cake and an aspiring writer.

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