Experiments and Creator Strategy
Setting creator strategy with evidence: vision, positioning, moats and the flywheel, north-star metrics and OKRs, reading platform analytics critically, hypotheses and experiment design, confidence intervals, significance and sample size, interpretation traps, audience research under PIPEDA, Quebec's Law 25 and CASL, portfolio allocation across platforms and formats, competitive analysis and trends, annual and quarterly planning, and a capstone one-year strategy.
CRE-440 Year 4 3 credits 12 lessons · 6 h 19 min
Offered by HSM University · Content Creation
This is the Canadian version of this course. See the American version.
What you'll learn
- Define a creator vision and positioning, identify durable moats and diagnose the weakest link in a creator flywheel
- Choose a north-star metric, build a metric tree of outputs, inputs and guardrails, and write and score OKRs
- Interpret platform analytics critically, including view definitions, delays, traffic mix effects, retention curves and cohorts
- Write testable hypotheses, identify variables and confounders, pre-commit to decision rules and prioritize tests with ICE scores
- Design A/B tests, randomized holdouts, seasonally adjusted comparisons, difference-in-differences and switchback experiments
- Use medians, confidence intervals, z-tests and sample-size estimates to judge noisy results, and control false positives
- Recognize regression to the mean, survivorship bias, seasonality, novelty effects, platform changes, Simpson's paradox and false causation
- Plan surveys, interviews, comment analysis and polls, estimate margins of error and follow Canadian privacy and anti-spam law
- Allocate effort across platforms and formats using risk, diminishing returns, owned channels, a 70/20/10 balance and stage gates
- Analyze competitors fairly with outlier scores and positioning maps, separate trends from noise and time responses to trends
- Build annual and quarterly plans with capacity estimates, buffers, roadmaps, scenarios, pre-mortems and Bayesian updating
- Produce a one-year creator strategy with a north star, OKRs, time allocation, an experiment backlog and a measurement plan
Course content
12 lessons · 6 h 19 min total · final exam
- 1 Strategy for creators: vision, positioning and the flywheel 30 min · quiz
- 2 Goals and metrics: north stars, inputs and OKRs 28 min · quiz
- 3 Understanding platform analytics data 28 min · quiz
- 4 Thinking in experiments 31 min · quiz
- 5 Designing content experiments 33 min · quiz
- 6 Statistics for noisy results 36 min · quiz
- 7 Interpreting results and avoiding traps 32 min · quiz
- 8 Audience research: surveys, interviews and comments 29 min · quiz
- 9 Portfolio strategy across platforms and formats 32 min · quiz
- 10 Competitive analysis and trend spotting 34 min · quiz
- 11 Annual and quarterly planning 34 min · quiz
- 12 Capstone: a one-year strategy with an experiment backlog 32 min · quiz
- E Final exam 20 questions
Requirements
Recommended background. You can start any course at any time.
Description
Setting creator strategy with evidence: vision, positioning, moats and the flywheel, north-star metrics and OKRs, reading platform analytics critically, hypotheses and experiment design, confidence intervals, significance and sample size, interpretation traps, audience research under PIPEDA, Quebec's Law 25 and CASL, portfolio allocation across platforms and formats, competitive analysis and trends, annual and quarterly planning, and a capstone one-year strategy.
Part of the Film & Photography stream, typically taken in year 4.