Managing and optimising the creative production process

Abstract

Managing and optimising the creative production process has gained increasing prominence in the past few years, as organisations look for efficiency gains by taking a more operationally focused approach to producing creative work. In most cases, the creative production process lacks one crucial element that exists in most other aspects of the organisation: metrics and measurement. Creative operations business intelligence is the application of data, analysis and measurement against important metrics to the creative production process and it is what strategic creative operations teams are using to achieve their goals of increasing the number of assets produced on time, maximising their production capacity and reducing the cost of asset production. This paper covers the underlying need for measuring creative production, the challenges inherent in gathering data from the production process, the benefits to be gained from said measurement and techniques to integrate data into the decision-making process.