Henry Innis

Henry Innis is the CEO and Co-founder of Mutinex - a business designed to disrupt marketing measurement. Mutinex's GrowthOS software platform uses foundation modelling to analyse billions of dollars of advertising spend from some of the world's best known brands - and then provide insight on how they could be investing better. This gives Henry an unparalleled view of media investment across Australia and the US. The breadth of Henry's prior experience is across strategy at some of Australia's best known agencies including VML Y&R and B.B.E and working with Australia's largest brands.

Articles

Food for thought - July 21, 2025

Bayesian Priors in Market Mix Models: Risks, Rewards and Red Flags

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.
Food for thought - June 16, 2025

Beyond the Black Box: A Practical Guide to Validating Your Market Mix Model

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.
Food for thought - June 12, 2025

Media Mix vs Market Mix: The One Word Difference Could Cost You Millions

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.
Food for thought - March 11, 2025

MMM is going to fail us again. Unless we all think bigger.

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.
Food for thought - February 5, 2025

How AI Can Save Creative Budgets

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.
Partnership - November 14, 2024

How Mutinex Partners with Third Parties

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