Transition to Data-Driven Creativity: Implementing the MACT Method
The key to mastering display advertising lies in data-driven creative PDCA cycles tailored to media data behavior.
- Kaneda and Abe
01.
Client Challenges and Mission
Correcting the Ad Hoc Creative PDCA Flow
A D2C company approached us with concerns that their display ad creative operations had become ad-hoc, lacking reproducibility and failing to capitalize on accumulated know-how as a corporate asset.
Given that display ads accounted for a significant portion of their advertising spend and improving/stabilizing ROI would have substantial business impact, we provided support starting at the strategic layer.
02.
What is the overview of the services provided for client challenges?
Supporting customer-centric strategic actions through creative development
To enhance PDCA, visualizing the underlying strategy is crucial.
For D2C companies, marketing teams are often closely involved from the product development stage, meaning they possess deep understanding and passion for both the product and customers. However, this proximity can sometimes lead to insufficient verbalization and visualization.
For customer journey maps and competitive analysis reports to effectively link to strategic actions, the involvement of consultants like us is the most efficient path to achieve proper verbalization and visualization.
In this client's case, we redefined the customer journey map, conducted competitive analysis, and arranged a creative map based on past performance to establish consensus on the desired direction.
To translate this into actual PDCA actions, we formulated a verification roadmap based on an annual marketing calendar.
03.
What are the results of the services provided?
Evolving from short-sighted creative management to an annual PDCA operational cycle
We were able to shift away from the ad-hoc PDCA cycle we had been using and establish a system where each responsible party can work backward from mid- to long-term strategies and take data-driven actions.
By accompanying the client through the entire process—from refining workflows to aligning next actions—we ensured this wasn't just a pipe dream. As a result, the client themselves has now internalized the know-how and the ability to execute PDCA cycles.
