Ekimetrics and CreativeX Announce Partnership to Advance Creative Insights in Marketing Mix Modeling

Paris & New York (11 June, 2025) – Ekimetrics, global leader in AI-powered data science and advanced econometric modeling, today announced a strategic partnership with CreativeX, the foundation for data-powered creative decisions. This collaboration empowers brands to integrate creative quality data into their Marketing Mix Modeling (MMM), unlocking a deeper understanding of creative’s contribution to business outcomes and enabling more impactful marketing investment.

Building on Ekimetrics’ recent YouTube creative effectiveness study with Google, which found that optimizing creative quality can more than double video ROI, the collaboration brings CreativeX’s structured creative data across all digital platforms into MMM, giving marketers new visibility into the ROI of their creative decisioning.

“The study showed that creative execution alone explained 60% of the variation in YouTube performance and could lift ROI by up to 2.2x. Yet most marketers still don’t include creative in their MMM inputs,” said Sona Abaryan, Partner at Ekimetrics. “With CreativeX, we’re making it easy and scalable to bring this critical lever into the measurement mix.”

CreativeX provides marketers with a single source of truth to measure, optimize, and scale creative excellence. Used by brands like Heineken, Nestlé, and Haleon, CreativeX integrates directly into production and media workflows, connecting creative decisions with business outcomes to make every ad work harder. Its platform transforms thousands of visual assets into structured data within days, enabling near real-time analysis of content across nine global media platforms.

“Marketers have always known that creative drives performance, but it’s been left out of the very models that guide billion-dollar decisions. This partnership changes that. By embedding a standardized, scalable layer of creative data directly into the measurement architecture, brands can see which creative choices actually impact sales, and use those insights to shape and guide what gets made next. With Ekimetrics, we can finally shed light on one of marketing’s biggest blind spots: the impact of the creative.”

About Ekimetrics: Ekimetrics is a global leader in Marketing & Commercial effectiveness and AI-powered solutions, with offices across 3 continents, and a team of 500+ AI and MMM experts. In the next 10 years, business models will be deeply reshaped by AI and the need for sustainability. In that context, Ekimetrics’ mission is to empower organizations thru AI and data science solutions to help future-proof organizations. We specialize in optimizing revenue, profit, and mission-critical operations through a unique blend of tech and service. We're committed to delivering business impact at scale, through sustainable and ethical AI and Data practices.

About CreativeX: CreativeX provides the foundation for data-powered creative decisions, giving marketers a single source of truth to measure, optimize, and scale creative excellence. Used by brands like Heineken, Bayer, and Unilever, CreativeX integrates directly into production and media workflows, connecting creative decisions with business outcomes to make every ad work harder.