Ekimetrics and CreativeX Announce Partnership to Advance Creative Insights in Marketing Mix Modeling to Give Brands a New Competitive Advantage

Ekimetrics, global leader in AI-powered data science and advanced econometric modeling, today announced a strategic partnership with CreativeX, the tech company powering the first-ever 'credit score' for advertising creativity.. This collaboration enables brands to bring CreativeX’s creative data ‘credit score’ for advertising into their Marketing Mix Modeling (MMM), transforming creative from a subjective art into a measurable growth driver. By integrating quality assurance at scale and surfacing which creative elements most influence sales, this partnership helps marketers unlock deeper insights into creative performance, optimize investments, and adapt faster in an AI-accelerated, digital-first landscape.

Building on Ekimetrics’ recent YouTube creative effectiveness study with Google, which found that optimizing creative quality can more than double video ROI, the collaboration brings CreativeX’s structured creative data across all digital platforms — from YouTube to TikTok to Amazon – into MMM, giving marketers new visibility into the ROI of their creative decisioning.

"The study showed that creative execution alone explained 60% of the variation in YouTube performance and could lift ROI by up to 2.2x. Yet most marketers still don’t include creative in their MMM inputs,” said Sona Abaryan, Partner at Ekimetrics. “With CreativeX, we’re making it easy and scalable to bring this critical lever into the measurement mix."

CreativeX provides marketers with a single source of truth to measure, optimize, and scale creative excellence. Used by brands like Heineken, Nestlé, and Haleon, CreativeX integrates directly into production and media workflows, connecting creative decisions with business outcomes to make every ad work harder. Its platform transforms thousands of visual assets into structured data within days, enabling near real-time analysis of content across nine global media platforms.

"Marketing Mix Modeling offers an unmatched, holistic view of business performance, but to truly capture creative’s contribution, we need reliable, standardized data,” said Anastasia Leng, Founder & CEO of CreativeX. “ That’s what we provide—a scalable foundation of creative data that plugs directly into MMM. Our partnership with Ekimetrics means brands can now connect the dots between creative execution and business impact with more clarity than ever before.”