Measurement

Metrics make the difference. Creative Operations teams need them to highlight indicators of operational health and productivity. Capacity, utilization, on-time delivery and the number of rounds of revisions are widely recognized measures. However, the adoption of complementary measures such as time tracking remains moderate, with only 46% of respondents actively employing this critical tool to optimize workflows and resource allocation to support planning efforts.

Creative Operations professionals (31%) cited cost avoidance as an important metric, and it is a critical measure to determine ROI for in-house agencies, monitoring the balance of creative excellence with fiscal responsibility. Despite the increasing importance of data-driven decision making, the survey reveals a gap in structured data collection and visualization strategies within creative operations. Only 30% of respondents utilize a dedicated Data Collection Strategy for performance metrics, while a mere 25% have a structured Data Visualization and Reporting Strategy in place. Similarly, the utilization of customer interaction data remains underutilized, with only 14% of organizations harnessing this valuable resource to inform creative strategies and enhance customer experiences.