• by Laurie Sullivan  @lauriesullivan, June 11, 2025

Ekimetrics, which supports AI-based advanced data modeling, announced a partnership with tech company CreativeX to integrate creative credit-score data into its marketing-mix modeling (MMM) platform, as content continues to explode, supported by AI and personal messages to consumers.

This collaboration optimizes marketing and advertising investments and gives marketers deeper insights into creative performance. It also helps marketers adapt faster as artificial intelligence becomes how companies support brands.

Scaling and availability of the data has been a challenge, according to Sona Abaryan, partner at Ekimetrics.

“The partnership solves that gap and helps us translate what creative best practice means in terms of internal investments,” she said.

Ekimetrics’ recent YouTube creative study with Google found that optimizing creative quality can more than double video return on investments (ROIs).

MMM integrated with the creative data helps brands quantify the intended lift from the ad, Abaryan said.

“It helps Ekimetrics be more predictive in how campaigns will perform,” she said.

Ekimetrics’ first-time collaboration with CreativeX brings structured creative data from Amazon, TikTok, YouTube, and others into MMM, explains Mark Wilson, head of data and insights at CreativeX.

The data is analyzed with what Wilson called “cookie vision AI technology.” It identifies things like “is the brand mentioned in the first three seconds, is the message simple, and distinct assets being used,” he said, explaining how the company’s technology turns a video or image into a dataset to analyze and optimize.  

Most marketers still do not include creative in their MMM inputs, but Ekimetrics’ study showed creative execution alone can account for 60% of the variation in YouTube performance and could lift ROI by up to 2.2x.

CreativeX supports and rates creative quality based on AI for brands such as Heineken, Nestlé, and Haleon.

Data integrates directly into production and media workflows, connecting creative decisions with business outcomes, transforming thousands of visual assets into structured data within days.