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John Sintras

John Sintras is President US and Multinational at Mutinex. With decades at the helm of global brands, John leads the Mutinex team out of NYC.
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Articles

Food for thought - September 4, 2025

Can You Afford to Go Without Modern 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.

Food for thought - September 4, 2025

Why Generalised MMM Models Make the Most Sense

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 I’ve seen firsthand the pitfalls of clinging to outdated methodologies.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?

Food for thought - February 3, 2025

Why We Should All Be Excited about the MMM Renaissance

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

Mutinex GrowthOS helps marketers make better investment decisions.

Lift marketing ROI by up to 20%.
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