Mortar AI and DAIVID Put Creative Effectiveness Inside MMM
Creative drives profit. Now it finally shows up in the model that controls budget. Mortar AI has partnered with DAIVID to integrate creative effectiveness into its Marketing Mix Model (MMM), so you can see which ideas move revenue - not just engagement.
Creative quality can multiply profitability by up to 12x, according to research cited by Accelero. Traditional MMM rarely captures that. This integration quantifies the emotional drivers that statistically influence sales, so creatives can prioritize ideas that pay off.
How it works
DAIVID's AI is trained on tens of millions of human responses to ads. It maps performance across 39 emotions and predicts attention, brand recall, and brand intent - in seconds, without panels.
Powered by Mortar AI's MMM engine, MMM + Creative gives an overall creative effectiveness score tied to profitability. You see which emotional levers impact sales, compare versions, and scale the work that actually lifts revenue.
Why this matters to creatives
- Build smarter briefs: Focus on the top emotional drivers that correlate with sales in your category.
- Test early cuts fast: Pre-flight concepts and compare edits by a single, commercial effectiveness score.
- Match media to creative strength: Push spend behind assets with the highest predicted commercial lift.
- Prove value in business terms: Report on attention, recall, intent - and their impact inside MMM.
- Close the loop: Feed learnings from live performance back into ideation and versioning.
What they're saying
Ian Forrester, CEO at DAIVID: "For too long, creative has been the biggest driver of effectiveness, and the biggest blind spot in MMM. This partnership with Mortar AI changes that. By embedding DAIVID technology directly into MMM, marketers can finally see which ideas are driving real commercial impact."
Paul Sigaloff, CCO at Mortar AI: "We've always known the quality of creative has a significant impact on campaign effectiveness, but what's been largely missing is the intelligence infrastructure to connect it to the financial model to help generate really useful insights."
Sigaloff added that MMM + Creative brings siloed creative data into a decision-making platform teams can use in real time.
The DAIVID 39 framework, in practice
Created by the team behind Unruly, DAIVID's globally recognised framework tracks 39 distinct emotions. Used by brands like Sky and Boots, it goes beyond "did it work?" to explain why it works - revealing the emotional mechanics behind effective creative. Their insights reinforce a simple truth: emotional connection drives marketing success.
Get started
MMM + Creative is available now inside the Mortar AI platform. If you want a refresher on how MMM attributes impact across channels, this overview is useful: Marketing mix modeling.
Exploring how AI tools fit your workflow? Start here: AI for Creatives and AI for Marketing.
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