Mars, Incorporated: Using attention AI to predict real-world outcomes

Multinational manufacturer Mars, Incorporated used proprietary facial coding tool Agile Creative Expertise (ACE) to measure and improve marketing effectiveness.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Mars, Incorporated needed a scalable solution to optimize advertising to sales on a campaign and ad level, despite the long delay of weeks or months to receive CPG sales data. Attention and emotion represented a compelling, untapped opportunity to pioneer advertising intelligence, drive sales, and create a sustainable competitive advantage.

Using Realeyes PreView AI and machine learning technology, we scaled the scientific measurement approach known as facial coding. Historically, this is a 1:1 procedure in a lab with a respondent and a psychologist, but Realeyes automates this...

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