MASS Analytics and DAIVID Forge Global Partnership to Revolutionize Marketing Mix Modelling

MASS Analytics, a leading provider of Marketing Mix Modelling (MMM) solutions, has joined forces with DAIVID, a cutting-edge creative effectiveness platform, in a groundbreaking global partnership aimed at enhancing the measurement and optimization of creative effectiveness. The collaboration will empower marketers to accurately assess and scale the impact of their creative assets through advanced AI-powered insights.

Through this strategic alliance, brands and agencies will gain unparalleled access to critical performance data, blending traditional media effectiveness metrics with deep AI-driven insights into creative quality. These insights will measure key aspects like emotional resonance, attention, and various brand-specific metrics, offering a complete picture of marketing impact.

Creative quality has long been acknowledged as a core driver of advertising success. According to Google’s Media Lab, it accounts for up to 70% of a campaign’s overall performance. However, incorporating the true impact of creative elements into Marketing Mix Models has remained a significant challenge. Traditional MMM solutions often fall short in quantifying the precise influence of creative factors, such as nuanced messaging or emotional tone.

By combining MASS Analytics’ renowned expertise in media performance analysis with DAIVID’s AI-powered tools for assessing creative impact, this partnership is set to provide advertisers with a holistic view of campaign performance. Together, they will equip marketers with data-driven insights that allow for more informed decision-making regarding creative strategies.

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Dr. Ramla Jarrar, President and Co-Founder of MASS Analytics, commented, “At MASS Analytics, we’ve always recognized that creative is the heart of media performance. Our partnership with DAIVID addresses a critical gap in Marketing Mix Modelling—helping brands measure and optimize creative impact at scale. By integrating DAIVID’s advanced AI predictions into our MMM framework, we can offer our clients powerful tools to maximize ROI and enhance their creative strategies.”

As brands increasingly produce more creative content than ever before, DAIVID’s AI platform offers a solution to analyze and predict the emotional impact, viewer attention, and brand performance of videos and images on a large scale. Powered by an innovative mix of facial coding, eye tracking, survey data, and cutting-edge computer vision and listening technologies, DAIVID’s platform delivers real-time emotional and business impact evaluations. This enables marketers to get immediate feedback on their ads without relying on traditional audience panels, offering a second-by-second breakdown of emotional and behavioral responses.

Ian Forrester, CEO and Founder of DAIVID, shared, “In today’s oversaturated media landscape, the creativity behind an ad can significantly influence its success. Partnering with MASS Analytics allows us to integrate our powerful creative insights into a broader marketing performance framework. Together, we’re enabling brands to unlock the true potential of their creative assets, driving more impactful and effective campaigns.”

Key Benefits of the MASS Analytics and DAIVID Partnership:

  • Integrated Measurement: Marketing Mix Modelling (MMM) enhanced with DAIVID’s AI-driven creative impact predictions.
  • Granular Insights: Detailed, second-by-second analysis of ad performance to help marketers refine their creative elements for maximum impact.
  • Scalable Solutions: Cost-efficient, fast tools for evaluating creative performance across a wide range of channels and formats.
  • Data-Driven Recommendations: Actionable, insights-backed recommendations for improving both creative content and media strategies.

Dr. Jarrar added, “At MASS Analytics and DAIVID, our shared mission is to empower marketers to not only measure media performance but also optimize the creative strategies that drive success. This partnership blends the science of Marketing Mix Modelling with the art of creative effectiveness, marking a new era in data-driven marketing.”

Through this collaboration, brands will be equipped with advanced tools to harness the full potential of their creative strategies, ensuring they stay ahead in an increasingly competitive market.

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