Case Study: Barilla transforms marketing measurement with CreativeX creative data

How Barilla tapped into creative data to transform their marketing measurement

Barilla, the global pasta leader, needed a way to put data at the center of its marketing decisions across 12 brands, 34 markets, and 8 media channels. Working with CreativeX, the company sought to better understand and improve creative performance at scale through creative data and a Creative Quality Score framework.

CreativeX helped Barilla map 12 essential creative elements to a single business metric, giving the brand global visibility into its content performance and helping reduce media wastage from underperforming assets. The impact was measurable: Barilla saw a 9.15% cheaper CVTR for every 10% increase in Creative Quality Score.

Barilla

Mariama Kamanda

Global Head of Analytics