The new marketing renaissance: The merging of creative work and scientific evaluation of communication

Karin Haglund, Cajsa Wirén, Oliver Engist, Hugo Englund and Thomas Berthelsen

Fintech brand Klarna examined how Bayesian marketing mix modelling techniques can be applied to connect MMM analysis to measures of creative quality, and provide insights on how this quality relates to marketing effectiveness.

Introduction

Is content still king? It is widely recognised that a well-defined media strategy is not enough to be effective. The message needs to be delivered via creative content that grabs a consumer’s attention, to build favourable brand associations that will influence future purchases. In addition to this, creatives also play an important part in differentiating a brand from its competition, by helping to build to a clear brand identity. Klarna has long been a brand-driven business, with its distinctive creatives an important factor to the company’s success. Compared with the traditional serious banking industry characteristics, Klarna use their vibrant...

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