SYDNEY, AUSTRALIA — Mortar AI, the marketing intelligence platform for modern Marketers, has partnered with global emotion-science company DAIVID to bring creative effectiveness inside its Marketing Mix Modelling (MMM) as it moves towards uniting all crucial campaign metrics in one platform.
Many marketers are aware creative quality is consistently proven to be a major contributor to campaign success, multiplying profitability by up to 12 times according to an Accelero study, but it 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 does just that, mapping 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 across channels. 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 has emerged as a trusted source of truth for many leading brands and media businesses, speeding up a traditionally slow and manual process to give marketers and agencies real-time overviews of their marketing campaign performance.
DAIVID was founded in the UK by the team behind Unruly, and has established a renowned 39-emotion framework now used by global advertisers including Sky and Boots to understand not just whether creative works, but crucially, which emotional drivers are responsible for making it work. DAIVID’s work consistently 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.”
MMM + Creative is available now within the Mortar AI platform. For more information visit mortarai.com.
