Case Study
From insight to impact: how MMM helped endota grow brand strength and prioritised investment in brand.
Summary
With Mutinex’s Market Mix Modelling (MMM) in place, Australia’s biggest day spa built the case for sustained brand investment, grounded in clear, channel-agnostic evidence.
In a brutal economic climate, where every dollar is expected to work harder, endota’s marketing team has leaned into modern measurement to protect and grow their brand strength. The insights they gleaned paid dividends, driving smarter media decisions and measurable gains in brand positioning, awareness and consideration.
Australian retailers are up against it. Shifting consumer behaviour. Tighter margins. Increased scrutiny on marketing efficiency. Proving the value of brand activity, and doing it at the speed of decision, matters as much as the creative idea itself. And that’s where endota’s approach stands out: combining a strong brand with a modern MMM platform to guide investment with confidence.
“Mutinex transforms data into practical guidance, helping us make smarter decisions that drive growth.”
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.
Working at the speed of decision
With DataOS, the team rapidly connected sales, spend and brand metrics to create an MMM-ready foundation. GrowthOS then provided intuitive, decision-ready views of channel performance and predictive scenarios, so the team could plan, defend and optimise with clarity.
From insight to action
With MMM insights at hand, endota moved quickly from debating the mix to refining it:
- Channel-agnostic clarity: A single source of truth helped identify which channels were truly driving incremental impact across in-spa and online sales, cutting through noise and attribution bias.
- Scenario planning with confidence: Using GrowthOS Forecasts and Scenario Planner, the team tested alternative brand/performance balances in advance, then invested behind the highest-impact plans.
- Faster decisions, better alignment: Clearer ROI conversations made it simpler to align stakeholders, work in lock-step with Media Merchants on channel planning, and focus the mix where it mattered most.
Board–level confidence, with a stronger brand presence
Armed with robust MMM evidence, endota successfully secured an increase in media investment to maintain brand presence in a demanding environment. This wasn’t just “spend more”: it was spend smarter: consolidate into the channels and formats that steward long-term demand, while sustaining near-term performance.
Crucially, the investment decision was framed around brand health outcomes as well as revenue, linking activity to positioning, awareness and consideration in endota’s target segments. That clarity has helped the c-suite view brand as a strategic growth lever, not a discretionary cost. As Austin says, “Mutinex delivered the clarity and credibility we needed to invest with conviction, and to keep the brand on the front foot.”
The impact for endota customers
A more confident, consistently invested brand translates to a better experience across touchpoints, from discovery to booking to in-spa. With deeper insight into what drives demand, endota can now show up more helpfully and more often, reinforcing the premium positioning customers expect while making it easier to choose endota when they’re ready.
A clear path ahead
Now endota is using MMM not only to confirm what worked, but to anticipate where to place the next dollar. With ongoing forecasting, test-and-learn, and close collaboration with Media Merchants, the team is clear on how to keep sharpening the marketing mix and building long-term brand value, no matter the market cycle.
The bottom line: by turning unified data into decisive action, Mutinex has helped endota protect and grow brand strength. No small win on a decidedly tough battleground.
Outcomes
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