Trace every result to the creative decisions behind it
Your measurement explains the result by channel, timing, and spend. Creative is what it can’t see. Make it a variable you can measure, so the next campaign starts from evidence instead of opinion.
Results arrive with the creative decisions stripped out
By the time a campaign reports, the outcome is a number and the work behind it is a folder of files. Media metrics live in the ad platforms, lift studies live with research partners, the mix model lives in finance. None of them knows what was actually in the ad. So teams learn which channel delivered, and almost nothing about which creative choices made it deliver.
Your mix model can tell you what your media did for sales. It can’t tell you what your creative did. Give it the creative data it’s missing, and see the impact of both.
.png)
Your lift study can tell you awareness moved. It can’t tell you which of your distinctive brand assets moved it, or which combinations work best together. Add the creative data behind every test, and turn each result into a brief.
Two ads with the same budget, placement, and audience can cost very different amounts to deliver. The difference is the creative. Add the creative data behind every ad, across every platform, and see what your best-performing ads have in common.
[CreativeX] gives us the access to the data we need for richer measurement, modeling, and reporting, enabling more compelling 'So Whats' and 'Now Whats' that drive meaningful campaign and creative optimization.
Mariama Kamanda
Associate Director, Data and Analytics, Barilla
Asked Questions
CreativeX adds information about the creative that ran, helping teams examine campaign results alongside creative execution. This brings creative quality and brand asset usage into analyses of sales, brand lift, and media efficiency, giving teams more specific evidence to inform future briefs and investment decisions.
CreativeX provides creative data that can be incorporated into your media mix model. This helps your measurement team examine creative alongside other marketing variables when assessing sales performance and planning investment. The findings depend on the model, methodology, and data used.
CreativeX enriches brand lift analysis with data on the distinctive brand assets present in your creative and the combinations in which they appear. Teams can examine those patterns alongside study results and use the findings to inform which brand elements to carry into future briefs and testing.
CreativeX helps teams examine creative quality and asset characteristics alongside media costs and performance. This adds creative context to differences between ads, helping teams identify patterns worth investigating and changes worth testing in future creative.
Teams can use the analysis to identify creative characteristics associated with stronger results, review how brand assets were used, and set priorities for future testing. Those findings give the next brief a more specific evidence base, helping teams decide what to repeat, adapt or investigate further.