Closing the gap between creative and marketing performance | MarTech

Creative teams develop stories while analytics teams focus on performance metrics. Advances in AI now enable the connection between these two areas through real-time analysis, measurable insights, and an expanded vocabulary for assessing creative work. Traditional KPIs like impressions and clicks are essential but insufficient without qualitative assessments, such as emotional tone and narrative structure. AI can analyze creative deliverables, generating actionable insights that enhance emotional engagement and overall effectiveness in advertising campaigns.

The primary objective is to connect creative deliverables with real-time performance metrics. While traditional KPIs like impressions, clicks, and conversions remain essential, they don't capture the whole picture.

Thanks to advances in AI, a shared language between emotion and evidence is emerging, making it possible to analyze and optimize creative in real-time, at scale.

AI helps fill the gap in measuring qualitative dimensions of creative work, such as offer framing, emotional tone, visual motif, and narrative pacing.

Using AI and machine learning, we can now develop systems that tag and evaluate creative content across a category or competitive set, generating actionable insights.

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