Kellanova, in partnership with data firm Vidmob and MMA Global, has found it can more quickly connect the dots between campaign creative and business outcomes by leveraging artificial intelligence to power predictive impact scoring, which crunches past performance data to pinpoint creative criteria for driving specific KPIs.

In an analysis of more than 443 Kellanova creative assets, the marketer of snack brands Pringles, Cheez-It and Pop-Tarts found that predictive impact scoring can forecast three-second view-through rates (VTR) with 83% accuracy, improve performance by more than two times and contribute to an 11% increase in ROI. 

“Predictive impact scores are like creative fingerprints – unique to our brand, actionable and incredibly powerful for driving both brand distinctiveness and performance,” said Charisse Hughes, senior vice president and chief growth officer at Kellanova, in a statement. “At scale, these go beyond growth and drive transformation, and with AI we can do this with increased speed and accuracy.”

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