The ABX Index is comprised of several of the 14 KPIs that correlate to business outcomes and enhance predictive analytics in marketing mix modeling. What good is testing advertising creative if the results don’t answer business questions? The 14 KPIs are grouped as follows for each ad, and are augmented with various demographic, Category and media consumption breaks.
While “Likeability” measures are provided, ABX research has consistently shown that it does not improve predictive analytics, so it is not included in the ABX Index. To learn more about how creative measures can improve correlations between media spend and revenues, see our Resources Page, Creative Testing for ROAS, ROI and Predictive Analytics .
The ABX Index performs extremely well in marketing mix modeling, honing the accuracy of the models' predictive analytics. For example:
The ABX Gender Equality Index™ is also included as a separate part of the ABX report. The GEI measures perceptions of how female, male, boy and girl actors are portrayed in the media, which influences Reputation and Call-to-Action.