Creative quality plays a pivotal role in advertising success, responsible for 70% of campaign performance. However, traditional MMM solutions often fail to effectively measure its specific impact.
The partnership between MASS Analytics and DAIVID empowers marketers to understand the nuances of their creative efforts, enabling them to optimize campaigns based on emotional impact and engagement.
Dr. Ramla Jarrar emphasized the importance of the partnership, stating that it addresses a critical gap in marketing mix modelling by allowing for scaling the measurement and optimization of creative elements.
DAIVID's platform leverages AI to analyze a large volume of creative content, predicting viewer sentiments and engagement levels, which can significantly enhance decision-making in marketing strategies.
#marketing-mix-modelling #creative-effectiveness #ai-in-marketing #campaign-performance #partnerships
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