Data for Creatives: Why the Math Isn't the Hard Part

This video was recorded at Business of Apps London. Get tickets for the next event here: https://www.businessofapps.com/event/nyc/

Creative is the biggest lever in 2026, yet it remains the hardest to measure accurately. In this session, Phiture’s Cole Dennis provides a roadmap for teams struggling to find actionable answers in their creative testing cycles.

This session moves beyond basic A/B testing to explore how a holistic view of data, product, and ASO can drive more predictable outcomes. Whether you are struggling with creative fatigue or misaligned departments, Cole offers a practitioner’s perspective on synchronizing your growth stack.

What you will learn:
✅Testing Frameworks: How to design creative experiments that yield definitive, scalable answers.
✅The Analyst’s Creative Lens: Using data to inform aesthetics without stifling innovation.
✅Cross-Channel Synergy: Strategies to ensure your ASO creative fuels your UA performance (and vice versa).

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00:00 - Introduction and Speaker Qualifications
02:07 - Why Creative Data Isn’t as Hard as You Think
03:41 - Educating Creative Teams on the Digital Ecosystem
04:54 - Mapping Creatives to Funnel Metrics
07:56 - Applying the Scientific Method to Creative Design
10:01 - Case Study: Messaging Tests (Campbell’s Soup)
11:17 - The Importance of Creative Expertise and Intuition
14:00 - Testing Button Colors vs. Designer Expertise
15:33 - How to Report Data to Creative Teams (The Delta IPM)
18:37 - Connecting Creative Work to Business Metrics
21:42 - Implementing a Testing Mindset in the Creative Pipeline
24:16 - Stages of Creative Team Advancement
26:51 - Conclusion and Final Advice

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Видео Data for Creatives: Why the Math Isn't the Hard Part канала Business of Apps