Creative Analytics Masterclass: Bridging Brand Storytelling & Data Science

Overview:

As digital media buying platforms become increasingly automated, creative quality and analytics integration have become the true performance drivers. Digital algorithms are evolving optimization to reward creative relevance and diversification, improving on traditional closed-loop targeting strategies. It’s never been a better time to integrate analytics deeper in your brand’s creatives. 

This masterclass explores how analytics professionals can bridge the gap with their creative partners to translate raw customer data into high-performing assets. Through  structured frameworks, research backed insights, real world case studies and guided exercises, participants will learn how to measure creative effectiveness, harness AI-powered production tooling, and integrate creative quality directly into advanced modeling and brand experiments.

Date/Time:

1 Oct 2026
12:45 – 15:30

Location:

København
Denmark

A part of the Brand Leadership Connect 30 Sept – 1 Oct

Tickets:

2,995.00 dkk
Inc Moms/VAT

Book Here

Brand Experience Mastermind is a part of

30. September – 01 October 2026

Your Trainer

Matz Lukmani

Matz Lukmani based in London (UK) has worked with Google for the past +11  years on products like Google Analytics 360, Google Ads, Search Ads 360, Firebase Analytics. He currently leads Go-to-Market for YouTube Creatives Solutions focusing on brands based in Europe, Middle East and Africa Markets. 

Previously Matz worked over 15 years in the USA in various Analytics leadership roles at SAP, Bristol-Myers Squibb, Toys R Us, MediaCom, Triad Retail Media and Pricewaterhouse Coopers to name a few. He offers consulting and education in the field of web and marketing analytics, advanced marketing AI across a wide group of industries and more recently creative analytics.

In this masterclass, you will learn:

  1. Creative Foundation: Understand the value of creatives in marketing and be able to clearly articulate it to your business leads. Explore industry leading research & insights.
  2. Creative Metrics Framework: Measure retention rates and build structured creative quality scores mapping raw performance KPIs, VTR, and Brand Lift.
  3. Algorithm Basics: How standard automated platforms reward creative quality and relevance vs media targeting. Learn about leading industry frameworks on creative excellence e.g., YouTube ABCDs, TikTok’s Creative Code and Meta’s Creative Attrib
  4. Insight Translation & Testing Plans: Translate complex data insights into actionable scripts, hooks, and creative briefs.
  5. AI Powered Cross-Functional RACI: Align analytics, media, and creative teams under a shared production workflow and incentive model. Start exploring Ai powered creative tooling to improve on current creative production processes and power it with Brand Analytics
  6. Advanced Measurement: Explore the cutting edge frontiers of measuring creative lift via MMM and geo-experiments.

Designed for:

Key roles:

  • E-commerce Managers and Directors
  • Heads of Performance Marketing
  • Brand Managers
  • Marketing Directors
  • Creative Leads
  • Agency strategists working with retail clients

Company type:

    • Brand Managers
    • Marketing Analysts & Analytics Leads
    • Performance Marketers & Digital Directors
    • Creative Strategists & Brand Leads
    • Agency strategists working with performance-driven brands

Experience level:

Mid- to senior- level professionals responsible for digital performance, marketing measurement or creative strategy.

Session Structure

Main Focus Areas:

  1. The power of Creatives:
    Research insights on Creative Impact in Marketing
    How platform automation, optimization algorithms and creative diversification are reshaping paid media for brands
    How can analytics help elevate your creative game
  2. Creative Diagnostics & Analytics: 
    Deep dive into structured data to isolate creative performance from media and brand impact.
    Introduction to creative KPIs incl. VTR and Brand Lift.
    Translate complex data insights into a creative action plan.
  3. Excellence Frameworks & AI Tools: Deep dice into industry frameworks e.g., YouTube´s ABCDs, TikTok´s Creative Code and Meta´s Creative Attrib. Building your unique Brand Framework. Finding strategic points to introduce analytics in your creative production process and scaling modular assets with AI-tooling
  4. Advanced Creative Measurements: Discuss impact of creatives in MMM and geo-experiments. Explore reengineering your creative processes and integrating asset quality directly into it.

Interactive Elements:

  • Interactive Activity
  • Modular Summary Quiz
  • Creative & Analytics Sprint
  • Drafting a creative analytics plan
  • Operational Hands-On
  • Test your knowledge of what’s covered in today’s training
  • Come together to solve a real-world brand case study.
  • Drafting a creative analytics plan
  • Surprise Incentive
  • Kahoot Quiz Winner (Surprise Prize)
  • Final Exercise Winner (Grand Prize)
  • Drafting a creative analytics plan