Matt will be presenting the findings of this landmark study, exploring the links between creative execution and marketing effectiveness.
Join him at 14:20 at his talk, ‘Creative insights with MMM: AI & image recognition’. It’s free to register.
Historically, measuring the efficiency of creative has been challenging, due to the difficulty in isolating its impact from other factors, such as execution tactics or brand health. The study proposes a technical Marketing Mix Modelling (MMM) methodology to help brands understand which creative elements have the biggest impact on marketing effectiveness.
Ekimetrics analysed brands in four sectors – automotive, cosmetics, insurance and hospitality – using 3 billion impressions from 2,300 campaigns with almost 23,000 individual creatives across three and a half years, and with a total spend of $8.9m USD. The 124 models in play encompassed multi-stage econometric modelling, and object and text detection (for example, logos, brand cues, products and copy). Critical to the methodology was the selection of both pre-trained and custom-trained Python models for optimal object and text detection performance.
Matt’s talk will appeal to advertisers, agencies and brand decision makers with an interest in MMM innovation alike.
Download the whitepaper now to find out more.