Read and interpret data

Definition

Reading performance metrics, distinguishing meaningful indicators from vanity metrics, formulating testable hypotheses, and integrating data as feedback in the creative process — without ever submitting to it. Data informs the creative decision; it does not replace it.

Components

• Basic metrics by format: reach, engagement, retention, completion, clicks, conversion
• Rates against volumes: reading in proportion, comparing like with like
• Correlation and causation: the most common interpretation traps
• Comparative (A/B) tests: simple protocol, sample size, honesty of the verdict
• Dashboards: choosing few indicators, aligned with an objective
• The limits of measurement: what the numbers do not say, Goodhart effects

The four levels

1. N1 Discovery Lower secondary · complete beginner

   Is able to read the basic statistics of a piece of content and to explain what each metric actually measures.

   Evidence of assessment

   Comment on the statistics of a piece of content (views, likes, shares, retention), explaining each indicator.

2. N2 Application Upper secondary · advanced beginner

   Is able to distinguish a meaningful indicator from a vanity metric for a given objective.

   Evidence of assessment

   Choose and justify three tracking indicators for a defined objective, explicitly setting aside vanity metrics.

3. N3 Adaptation Tertiary · junior professional

   Is able to run a comparative test and to draw from it a measurable improvement to their creative work.

   Evidence of assessment

   Identify three actionable insights in the data of a piece of content and produce an improved version.

4. N4 Orchestration Experienced professional

   Is able to build a creative steering dashboard and to distinguish what the data can settle from what it cannot.

   Evidence of assessment

   Present a dashboard used over three months, the decisions taken, their effects, and one decision deliberately taken against the metric.