News and Insights

The illusion of precision Most marketers already know attribution models don’t tell the full story. Whether it’s last-touch, linear, MTA or “data-driven” models, attribution reports track touchpoints, not impact. And…

Marketing leaders in Southeast Asia are ditching static quarterly reports for real-time market mix modelling that delivers actionable insights across disparate geographies. The results are nothing short of a game-changer….

When endota chose Mutinex, the ask was clear: unify marketing data, illuminate the ROI of each channel, and forecast the future impact of various media plans on their sales results….

For marketing leaders, the ultimate measure of success is clear: marketing ROI. It’s the essential metric that justifies every dollar of spend and demonstrates marketing’s tangible contribution to the bottom line. But calculating true marketing return of investment is far more complex than a simple formula of (Revenue – Cost) / Cost. In today’s interconnected world, customer journeys are rarely linear, and the impact of brand-building efforts can’t be captured by a last-click attribution model.

Every marketer knows the feeling: sitting down to plan a new campaign, a fresh marketing budget to deploy, and a mix of channels to choose from. The pressure to make the right decisions is immense. Will this combination of ad placements, content strategies, and investments yield the desired ROI? Traditional campaign forecasting often relies on looking backward, analyzing past performance to predict future outcomes. But this reactive approach leaves little room for agility, leaving marketers vulnerable to unexpected market shifts, competitive moves, or economic headwinds.

It’s a question that keeps marketing leaders up at night: are we getting the most out of our marketing budget allocation? The challenge is striking the perfect balance: investing enough to achieve maximum impact, but not so much that we start seeing diminishing returns. This strategic puzzle, central to effective media budget allocation, is often solved with guesswork and gut feelings. But in an era where every dollar is under scrutiny, guesswork isn’t enough. The key to unlocking true efficiency lies in understanding the concept of channel saturation and how to use data to guide your decisions.

Making the right marketing investment decisions can feel like a high-wire act. Without a clear view of the future, marketing leaders are often forced to rely on educated guesses, historical trends, and instinct to allocate their budgets. But what if you could move from guesswork to data-backed certainty? What if you could accurately forecast marketing ROI before a single dollar is spent? The key to marketing forecasting lies in the power of Market Mix Modelling (MMM) and its predictive capabilities.

Marketing leaders are constantly challenged to justify every dollar spent. The pressure to demonstrate ROI, coupled with fluctuating consumer behaviours and economic uncertainties, makes budget reallocation not just a best practice, but a necessity for survival and growth. But how can marketers confidently adjust their channel budgets in a way that truly drives impact? The answer lies in the strategic application of Market Mix Modelling (MMM).

Over the decades I’ve spent in this industry, I’ve seen firsthand how businesses often leave money on the table due to inefficient marketing spend. They’re flying blind, making decisions based on gut instinct or incomplete data. And that’s precisely where a good modern MMM partner comes in.

In marketing analytics, the choice between bespoke and generalised Market Mix Models (MMM) is a crucial decision that can significantly impact your business’s future. I’ve seen firsthand the pitfalls of clinging to outdated methodologies. It’s time we address the elephant in the room: why do so many companies still opt for bespoke MMM solutions when modern, generalised models offer far more value and flexibility?

I recently interviewed Sarah Britton, Global Manager of Digital Analytics for Tourism New Zealand. And nowhere is the adage that clarity is currency truer than in tourism, where government bodies sell the allure of a place, rather than a physical product.

When One NZ partnered with Mutinex to overhaul their marketing measurement, they moved from delayed insights to faster, independent data to drive confident decisions.

According to recent research, 64% of B2B marketers say they do not trust their organisation’s marketing measurement when it comes to making decisions… In case you missed the latest episode of ‘MMMorning – your Marketing Science wake-up call’, this article outlines where we stand on the industry’s measurement challenges.

If you caught the latest episode of ‘MMMorning! – your Marketing Science wake-up call,’ you know the premise — real conversations that strip out the hype, so marketing leaders can finally get clarity on what matters. Recently, I sat down with Angas Hill, Head of Performance Marketing at health and care giant Bupa, to get granular on what it’s really like to run a Market Mix Modelling (MMM) project for the first time. We cut through to the central questions every marketer faces: how should you judge an MMM partner, and what’s non-negotiable about your data?

When Domino’s Pizza Enterprises set out to overhaul its marketing measurement approach, the goal was clear: make media investment smarter, faster, and far more actionable.

Blake Rand, Group Head of Insights, notes that what began as an
effort to improve data cadence in Australia has turned into a
template for global learning.

The result? A model that doesn’t just measure media but teaches the business where to go next.

When it comes to marketing measurement, everyone is thirsty for more detail. The appetite for precision is at an all-time high in a space where everything (spend, engagement, conversions) is tracked in real time. But as Will Marks, Head of Marketing Science at Mutinex, pointed out during a recent episode of MMMorning! – your Marketing Science wake-up call, the relentless push for granularity in Market Mix Modelling (MMM) often works against marketers, not for them.

First-of-its-Kind Testing Framework Introduces Industry-Wide Accountability and Standards for Marketing Mix Models

Most MMM programs don’t fail because the model is wrong — they fail because no one acts on the results. In our weekly LinkedIn show, MMMorning! – your Marketing Science wake-up call, I spoke with one of our customers, One New Zealand’s Lucile Ferraton, about what it really takes to embed MMM in a business. Her view? It’s not just about models. It’s about mindset, communication, and building the right rhythms inside the organisation.

Bayesian priors are a standard component of modern Market Mix Models (MMM),used to improve model stability and incorporate business knowledge. But when used incorrectly, priors can introduce significant bias into a model: where a model can be made to appear accurate but produce misleading results based on flawed assumptions.
Let’s look at how Bayesian priors function, how their misuse creates risk, and what questions to ask to validate the integrity of your MMM.

Let’s break down the real impact of AI and how tools like MAITE are making it relevant, actionable, and valuable for business. I cut through the AI noise in a conversation with my colleague Pratulya Kashyap, Staff Software Engineer, on our weekly LinkedIn show ‘MMMorning! – your Marketing Science wake-up call’. Here’s what we discussed…

Multicollinearity. It’s a mouthful — and not a word most marketers throw around at the coffee machine. But if you care about holding your media accountable and unlocking better measurement, you need to know it, or it can undermine even the best-laid media plans. So what exactly is multicollinearity, why does it matter, and how can you break free of its grip? In our 27 June 2025 episode of ‘MMMorning! — your Marketing Science wake-up call’, I discussed this hot topic with Nate Tomasetti, Staff Data Scientist at Mutinex.

Brand campaigns are often seen as the emotional engine of marketing — think big TV moments, storytelling, and long-term brand love. But in a world where every marketing dollar is under scrutiny, the question remains: if brand media isn’t built to drive immediate sales, why should we care about ROI that’s measured in months rather than years? In our 20 June 2025 episode of ‘MMMorning! — your Marketing Science wake-up call’ I discussed this hot topic with Grace Gilbert, Marketing Science Partner at Mutinex.

This guide will walk you through why validation is so critical and provide a practical framework for testing your model against the five most common and challenging pitfalls.

Marketers today face a unique irony: as marketing mix modelling (MMM) becomes popular again, confusion around its definition is also growing. The acronym MMM now ambiguously refers to both media mix modelling and market mix modelling. But this isn’t mere semantics — the difference profoundly impacts business decisions.

Three senior marketers. Three complex challenges. One shared solution: finding a measurement partner that turns gut instinct into investment confidence.

Mutinex Marketing Science Director Nicky Barton shares candid thoughts and views from the recent big marketing event in Queensland, Cairns Crocodiles 2025.

Back for its third year, humAIn has firmly established itself as the go-to conference for forward-thinking media and marketing professionals in APAC navigating the transformative potential of artificial intelligence.In our recent Mutinex/Optus session with HumAIn, we explored how AI is accelerating decision-making for marketers. Here are some key learnings from our Marketing Scientist, Grace Gilbert.

In a wide ranging conversation with Cairns Crocodiles Director of Content, Pippa Chambers, on the second day of the Crocs, Mutinex CEO and Co-Founder Henry Innis gave some insights into where he thinks the next big challenges of advertising and marketing will emerge – and how marketers can solve them.

The Marketing Science Institute (MSI), led by Scott McDonald, recently hosted a webinar — bringing together Koen Pauwels (Northeastern University), Jason McNellis (Analytic Partners), Ryan Dew (Wharton School), and Henry Innis (Mutinex) for a lively and insightful exchange.

Between May 13-15, Cairns transforms into the ultimate hub for creativity, marketing, and media innovation, hosting the Cairns Crocodiles event at the Cairns Convention Centre. Mutinex will be there, and here’s a look at some of the best things on the menu…

AI is becoming increasingly integral to predictive modeling and successful marketing initiatives.

Incrementality testing is a great way to validate models and their performance, and to hold them to account. But having them power a model solely is a short-sighted approach, pushed by inexperienced experimentation companies.

By embracing AI and leveraging its capabilities, marketers can unlock new levels of efficiency, creativity, and strategic decision-making. The time for transformation is today.

Data analysts have become indispensable assets in marketing teams. As AI and automation reshape traditional roles, these professionals are adapting to leverage new technologies and drive data-informed decisions. Let’s explore the modern data analyst’s key responsibilities, essential skills, and the transformative impact of AI on data-driven marketing.

Incremental ROI improvements by channel may look good on paper,
but marketers could be harming bottom line revenue.

Mutinex Co-Founder and CEO, Henry Innis, recently presented at the ‘Most Contagious’ by WARC conference in NYC. This is the essence of his talk.

Marketers now have a genuine opportunity to build, buy, or borrow MMM solutions. And that’s a great thing.

Jon Betts, Jess Betts, and Andie Potter join Mutinex to power next-generation marketing mix modeling solutions and drive ROI in 2025’s challenging landscape.

Turo, the world’s largest peer-to-peer car sharing marketplace, today announced a strategic partnership with Mutinex.

A strong RFP sets expectations, ensures alignment, and allows potential partners to demonstrate their ability to meet your needs. Here’s how to craft one for MMM.

From setting clear objectives to aligning with organizational goals, here’s a guide to ensuring your MMM proposal resonates with decision-makers and secures the resources you need for success.

When Jo Feeney took the reigns at CMO at Michael Hill, she knew that something had to change. Now Michael Hill is working with Mutinex to power their next phase of growth.

For Cam Luby, Head of Consumer Marketing at Optus, traditional marketing mix modeling was reaching its limitations. When they implemented Mutinex’s Hendren, everything changed.

Choosing the right marketing mix model partner can be the difference between hitting those KPIs or just throwing money at data without much to show for it.

Discover the key differences between media mix modeling and marketing mix modeling to optimize your advertising strategies.

Here are the top 10 essentials every marketer should have ready for conversation with MMM vendors.

“Overfitting” or “overfit” is a common problem with market mix models. Read how you can avoid over fit in your model with Mutinex

Everything you need to know about who Mutinex partners with and how we structure our incentives

Learn about marketing mix modeling techniques and how to tackle common challenges in this detailed explainer

Today’s brands are in a precarious position: trying to cast their lines into a pond that’s been overfished, and hoping to reel in consumers who are growing more elusive by the day.

What is marketing mix modeling, how do marketers use it? We take a deep dive into the world of MMM and how it can help to drive growth.

Mutinex, the marketing analytics scale-up, has raised a fresh $17.5m AUD in funding. The company is now valued at $132.5m AUD.

Mutinex has urged marketers to rebalance their marketing mix away from channels like paid search and affiliates in their updated Marketing ROI Index report released today. 

Bupa and Atomic212 explain how they navigate their working relationship with Mutinex to get the most from GrowthOS.

Attribution modeling is a methodology you can deploy to help you hone your marketing campaigns by mapping customer touchpoints on the way to a sale or conversion. Let’s unpack attribution models further to see their value.

To succeed in modern digital marketing, it’s wise to come to grips with how to conceive of, and implement, a multi-channel marketing strategy. Here’s how.

Asahi and Domino’s build ‘north star’ metrics machines with GrowthOS. But there are different paths to success.

Domino’s CEO Don Meij tells his story publicly for the first time in his opening address at Marketers and Money.

Watch the full keynote video now.

How do you explain a dense concept like MMM in a simple yet meaningful way? According to our own Will Marks, by likening it to the classic murder mystery game Cluedo.

We minted the world’s first AI powered MMM chat product and heard some big ideas from the undisputed heavyweights of marketing. Here’s what you missed…

It’s called ‘MAITE’, and you’ll want to see this for yourself. Think AI chat meets market mix modeling.

Danny Bass brings his incredible depth of experience to Mutinex as our new Chief Revenue Officer.

What is multi-touch attribution and how does it function? What are its limitations? We explore MTA in this comprehensive guide.

Domino’s knew they could get a bigger slice. To achieve a 2% increase in marketing led sales, they embraced GrowthOS and Scenario Builder to streamline channels and boost ROI.

What is Marketing Mix Modeling? Let’s break down the core concepts with examples and case studies, in our full guide to MMM.

Lion’s Head of Media, Clare Tsubono, shares her thoughts on what’s working for them – a harmonious mix of software, agency, and in-house measurement.

We delve even deeper into our Marketing ROI Report for Q2 2024 to uncover what should be front of mind for marketers right now. Scroll down for the full in-depth webinar.

Demystifying MMM – Let’s have a frank chat about how it works and why SEEK decided to take the plunge.
Scroll to the end for the full webinar.

Mutinex has today launched the inaugural Marketing ROI Index Report. The report analyses their pool of over $2 billion in marketing investment to uncover the state of marketing ROI. The…

Mutinex has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing.

Mars has hit an ROI sweet-spot by using media mix modeling to unwrap quick wins in channels like online video.

Re-launching a brand is not without risk. But CMO Angela Greenwood and her in-house agency have a better handle than most on where the growth opportunties lie. Plus, she can show her board the revenue impact of continued brand investment and marketing activity versus ROI on a single page.

In this webinar you’ll learn about the metrics that matter when it comes to talking to finance and the c-suite, some of the most common traps marketers can fall into when trying to communicate investment strategy and how to win confidence in marketing results so that you can defend and even grow your budget.

Mutinex today announced it has successfully raised A$9.5 million in new capital, raising its valuation to A$75 million.

To prove growth through brand spend has traditionally been one of the tougher asks for a marketer. Samsung and CUB explain how they’re moving towards quantifying the true value of brand using marketing ROI.

Asahi Beverages use Mutinex GrowthOS to understand synergies between different investment channels and the impact of price and distribution on media investment.

At Samsung Australia, bringing marketing data closer to marketing decision-makers with new-generation marketing mix modeling has evolved into the next step for optimizing and achieving better returns on investment.

One of the most commons queries we get from brands is around the data required to create and sustain a marketing mix model. In this article we answer some key questions around data.

In this article, we explore five compelling reasons why your CPG business should consider using Marketing Mix Modeling on a regular basis.

Most marketers would agree that measuring marketing results is the key to unlocking success. By leveraging marketing analytics and data-driven methodologies, businesses can effectively measure their marketing efforts and drive tangible outcomes.

Brand power is a vital component for marketers, providing pricing power and resilience during challenging economic times.

In this video we explore a powerful opportunity for advertisers to achieve more incremental gains from their marketing budget.

In this video, we shed light on how your attribution model is hiding the true value of your media and introduce GrowthOS as a solution designed to address this issue head-on.

In this video we delve into into the intricacies of quantifying the value of sales and discounts in marketing through GrowthOS.

In this video, we explain how your attribution model could be skewing your media channel planning.

Marketing mix modeling isn’t a new concept, but for the uninitiated the terminology can be confusing. So we’ve put together a list of marketing mix modeling definitions to get you started

Effective data collection for marketing mix modeling plays a pivotal role for accurate and actionable insights. Here’s how you can do it right from day one.

If you want to succeed in 2023 (and beyond), get your finger off the price trigger and focus on investing in your brand for long term results.

Why is generalized marketing mix model better than a fitted model? If someone builds a model bespoke to your business, hasn’t the model been built around your business, and isn’t it more robust for your needs?

As we face the death of the cookie and increasing government scrutiny on privacy, it’s time for media agencies to stop marking their own homework and embrace market mix modelling with third parties

Australia’s biggest independent media agency, Atomic 212°, today announced it has signed an agreement to join Mutinex’s Platinum Partnership Program

As data security becomes an increasingly critical concern, it is imperative to explore the benefits of running data models in the cloud rather than locally on a notebook.

Market mix modelling allows companies to decipher the impact of marketing activities using privacy first marketing measurement.

Recent changes in privacy legislation, notably the “death of the cookie,” have cast a shadow of uncertainty over the future of MTA. This article delves into the vulnerabilities privacy legislation poses to MTA and the consequential implications for marketers.

When it was first announced that Will Marks was joining Mutinex, my first thought was “I wonder what a Marketing Science Director does?”

Read how CMC Markets reduced time to insight from market mix modelling by 15% by choosing Mutinex GrowthOS.

We explain what we did to model Brand Equity and how we as a team were able to pull it off.

CMO Angela Greenwood explains why Youi has recruited GrowthOS to make creative work harder in the fight for customer attention

We’re pleased to announce the launch of the Mutinex Platinum Partnership program, a first of its kind program providing their market mix modelling platform to agency groups and their clients

PointsBet turns to market mix modelling to clarify ROI and gain an advantage in a competitive wagering market.

Existing shareholders also support raise off the back of 300%+ growth in 2022 Mutinex has announced a $5m seed extension round, led by Equity Venture Partners. EVP are a well…

Lately everyone seems to be talking about retailer media and what it might mean. But is the trend towards retailer media really just a case of “everything that’s old is new again”?

Often at Mutinex we’re asked a key question: what is a good marketing ROI and why? Here’s our take

If you’ve been researching market mix modelling solutions, you’ve probably seen a lot of references to the 4ps of marketing. But why are they so important to market mix modelling and what do they tell us? 

Media Mix Modeling (MMM) and Market Mix Modeling (MMM) techniques help businesses understand the impact of their marketing efforts, but there are some crucial differences between them.

Marketing attribution is the process of identifying the touchpoints that contribute to a customer’s decision to make a purchase.

Understanding marketing efficiency and effectiveness is key to having successful conversations about marketing measurement.

Introducing Bayesian inference – what is it and why do we use it to power GrowthOS?

Historically, CMOs have had a hard time defending marketing budgets from CFOs, but change is in the winds.

We’re pleased to announce a new feature of the GrowthOS platform that will change the way marketers measure the impact of their brand investment.

Going into 2023, we’re seeing some of the most disruptive economic market conditions ever. What can smart marketers do?

Bank of Queensland Group GM for Retail Marketing, Melody Townsend, is using sharper insight from marketing ROI to redefine ME Bank’s marketing strategy.

Building and investing in brand is an important part of any marketing strategy, Unfortunately leveraging brand metrics to prove revenue impact is hard.