For Creative Operations and Project Managers (a.k.a. Traffic Managers, Studio Operations) that are tasked with delivering marketing/creative assets on time the Review & Approval stage of the creative production process can be likened to running a race. Your Creatives and Reviewers are like the runners on a relay team, and the Assets are the baton that is passed between them. However much as a relay team doesn’t just accept finishing a race as good enough, simply getting Assets produced shouldn’t be good enough either. Runners strive for the fastest time, and the Review and Approval Process should be no different. Runners know what important metrics to look at when determining their performance, and how to interpret those metrics to get faster times. The question becomes: what should be measured in the Review and Approval Process, and why?
The 3 core mandates of Creative Operations is to increase and improve the Timeliness, Capacity, and Compliance of creative production. Achieving this requires the combination of having the right people, technologies, and processes in place - AND -measuring the right things to identify what's working, what isn't, and areas of opportunity for improvement.
Here we take a look at 3 metrics all Creative Operations managers should be measuring and why they're important.
Creative operations professionals need to know their numbers. Metrics such as Volume of Assets and Review and Approval Time provide context and grounds for better-informed decision-making. Tracking Versions/iterations Per Asset can help to highlight internal efficiencies that are slowing your production down.
There are numerous metrics that matter to creative operations professionals. We previously covered Volume of Assets, and the next big one to highlight is Review and Approval Time.
The length of time between a review’s creation and completion doubles when there are 8 or more participants. That’s the result of a recent study that ConceptShare conducted across customers spanning several industries.
Metrics = Success. Savvy creative operations professionals are increasingly becoming aware of this and starting to track the numbers that matter most. Knowing your numbers, like Volume of Assets, creates a better understanding of current workloads, production capacity and allocation of resources. Do you know YOUR Volume of Assets?