Cannes Lions 2023 : Revamp your Marketing Mix

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Hager Mansouri

Modeling Director - Kantar Analytics France

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Maximize your advertising creations by measuring their impact on sales

Creative quality is the second most important driver of marketing effectiveness, after media investment. And yet, few econometric models incorporate creative effectiveness in their measurement.

So, how can you address this blind spot in optimizing your marketing mix?

The agility of our AI solutions, paired with the expertise of our teams, creates an opportunity to delve into measuring creative quality.

With our brand/media knowledge and analytical skills, we isolate the creative performance of your campaigns, dissociating quantity and quality of messages. The result? A fair allocation of your budgets between creative and media agencies.

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