DAIVID Partners for Enhanced Marketing Mix Modelling

In London, creative effectiveness platform DAIVID has announced a partnership with Marketing Mix Modelling (MMM) specialist MASS Analytics to help clients measure and optimise the effectiveness of their creative at scale.

MASS provides end-to-end MMM software and consultancy services to help marketers measure the impact of their campaigns, allocate budgets effectively, and achieve measurable ROI. DAIVID was launched in 2021 by former Unruly insight head Ian Forrester, and offers automated ad creative testing at scale using facial coding, eye tracking and computer vision data to predict human attention levels and emotions across a range of platforms, formats and channels. The firm launched an AI-powered self-service solution in the autumn.

The partnership promises clients the ability to integrate AI-powered creative performance insights, including emotional impact, attention and various brand metrics, into their marketing models. Specifically, clients will get MMM enriched with DAIVID's AI-powered predictions of creative impact, and second-by-second breakdowns of ad performance.

Dr. Ramla Jarrar, President and co-founder of MASS Analytics says the firm has 'always understood that creative is the beating heart of media performance' and comments: 'Our partnership with DAIVID is transformative, addressing a critical gap in marketing mix modelling - measuring and optimising creative impact at scale'. Forrester adds: ' In today's content-saturated world, the creative power of an ad can make or break a campaign. Partnering with MASS Analytics allows us to embed our creative insights into a broader marketing performance narrative. Together, we're equipping brands with the tools to unlock their creative potential and achieve unmatched campaign effectiveness'.

Web sites: www.daivid.co and www.mass-analytics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.