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DAN India comes up with creative testing and performance prediction tool

Dentsu Aegis Network India has launched ‘DAN Vision for Creative’, a machine-learning based tool to determine how a piece of creative work is likely to perform.

A note from DAN India said: “Through its sophisticated technology, it endeavours to accurately present a visual heat map of effective elements of a creative and forecast the likelihood of its performance based on algorithms that have been trained over the performance of thousands of creatives and analysing millions of elements.”

Speaking about the launch, Dentsu Webchutney CEO and co-founder Sidharth Rao said: “Creativity without data is a shot in the dark. Even when a creative professional claims to follow his gut, he or she is in reality analysing data generated through experiences for a particular outcome.  

“Having co-founded an agency that deploys new age solutions to solve common problems, ‘DAN Vision for Creative’ is just the right weapon to solve the age old creative problem of ‘Why are certain creatives performing better than the others?’ 

“It is creating a unique differentiator by providing a justification or even starting points for our creative approach to deliver brand success .”

‘DAN Vision for Creative’ will deploy several neuroscience research-based models, integrating psychometric and eye-tracking approaches with media effectiveness. 

Speaking about the difference between DAN Vision for Creative and pre-existing creative testing, DAN Programmatic CEO and chief data officer DAN South Asia Gautam Mehra said: “Today, testing is about determining which creative is performing better for which audiences. 

“This involves testing hundreds of creatives. The by-product of this is, lots of budgets invested into production, time spent to create them, marketing budget spent towards testing them and the time involved to get a confident decision. 

“All of this deters most marketers from doing comprehensive testing. To top it all, even after this, all we get is which creative is performing better, and no clue on which element is influencing it to perform better or worse. 

“By combining advanced AI techniques, we are now able to provide predictive intelligence for the creative even before it goes live. 

“This shortens the creative testing cycle and saves on time and money for our clients. Additionally, DAN Vision for Creative provides clues to the ‘why’ of the creative; making the future creative cycle even more sharper and focussed.”

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