Keep track of the messages, offers and formats you test, and use the results when planning the next piece of creative.

Read → test → learn

Make each creative test teach the next one.

Muse organises the message, offer, format and destination behind the creative, then connects the test to what the audience actually did.

MUSEWorkflow illustration

What you take forward

A creative profile

Hook and message
Offer and format
Destination and next step

Explore the workflow

01

See what the creative is asking people to do.

Name the hook, promise, offer and next step. A useful creative profile describes the actual material.

Read the full workflow

See what the creative is asking people to do.

Name the hook, promise, offer and next step. A useful creative profile describes the actual material.

A creative profile

Hook and message
Offer and format
Destination and next step

Change one thing for a clear reason.

Choose a control, a variant and the measure that answers the question. Keep the rest consistent enough to learn.

A focused test brief

Control and variant
One changed variable
An agreed success measure

Carry the finding into the next brief.

Review observed performance, record limits and turn the useful finding into the next piece of creative.

A better next brief

Observed results
What remains uncertain
Keep / change / test next

Internal creative workflow. Illustration only; no predicted response is presented as measured campaign performance.

Full capability scope

Muse helps us keep a useful record of creative work. We label the choices in an ad or piece of content, compare the available results and bring those findings into the next brief. The team still needs to judge why something worked and whether it applies to the next audience.

01 · Scope