How Barilla tapped into creative data to transform their marketing measurement

Watch Mariama Kamanda discuss the role CreativeX played in helping Barilla embed creative data into Barilla’s creative decisions and measurement frameworks at scale

Guest Speakers

Mariama Kamanda
Global Head of Analytics

The Challenge

Barilla, a family-held company, and world leader in pasta, embarked on a multi-year creative transformation journey to put data at the heart of its marketing decisions. Used by over 12 brands operating in 34 markets, across 8 media channels, the Creative Quality Score has enabled Barilla to gain global visibility into their global content efforts and eliminate media wastage from underperforming assets.

Customer Success Stories


essential creative elements mapped to a single business metric


cheaper CVTR per 10% increase in CQS

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