Mortar AI, the marketing intelligence platform, has partnered with creative data provider DAIVID to bring creative effectiveness inside its Marketing Mix Modelling (MMM) as it moves to unite campaign metrics in one platform.
Creative quality is proven to be a major contributor to campaign success, multiplying profitability by up to 12 times, but is rarely captured in traditional MMM measurement.
By quantifying which emotional drivers statistically influence sales response within MMM, advertisers can prioritise creative that drives measurable commercial lift, not just engagement.
DAIVID’s established emotional measurement technology maps creative performance across 39 distinct emotions to commercially predictive measures like Attention, Recall and Brand Intent.
Powered by Mortar AI’s existing MMM engine, MMM + Creative provides marketers with an overall creative effectiveness score that directly influences how media performance is calculated. Advertisers can then optimise creative and media together for commercial impact.
Paul Sigaloff CCO at Mortar AI said: “We’ve always known the quality of creative has a significant impact on campaign effectiveness, but what’s been largely missing is the intelligence infrastructure to connect it to the financial model to help generate really useful insights.”
“We’re on an exciting journey at Mortar AI to help businesses unify the data that matters to get real insights and make better decisions with their marketing investment. MMM + Creative is the latest step on our journey to take this crucial data out of silos and unify it in a decision-making platform advertisers can actually use in real-time.”
Mortar AI is an Australian-founded marketing technology platform with a range of solutions to help marketers organise and unify their data. Its leading MMM engine aims to speed up a traditionally slow and manual process to give marketers real-time overviews of their campaign performance.
DAIVID was founded in the UK by the team behind Unruly, and has established a 39-emotion framework now used by global advertisers to understand which emotional drivers are responsible for making it work. DAIVID’s work shows how vital creative connection is as a driver for marketing effectiveness.
Ian Forrester CEO at DAIVID said: “Every good marketer knows their customers are driven as much by emotion as reason when it comes to their purchase choices, but most legacy systems only allow us to measure the two things in silos and make decision-making trickier. That’s why we’re really excited about this partnership with Mortar AI, as it’s creating game-changing insights for advertisers which will only serve to improve standards and results globally.”
