Case Study
The Southeast Asia MMM Revolution: How Mutinex Delivers Hyperlocal Insights at Scale
Summary
Suntory and Domino’s demonstrate how hyperlocal measurement transforms MMM from periodic project to strategic infrastructure, showing speed and granularity matter.
Traditional market mix modelling is dead. Static reports. Quarterly refresh cycles. PowerPoint decks gather dust while media budgets burn. And leading brands with a Southeast Asian presence, like Suntory and Domino’s, have moved beyond this broken paradigm.
Now they’re leveraging hyperlocal measurement that delivers real-time answers across disparate geographies where every prefecture or province operates by different rules.
Here’s how.
“We can test strategic changes to media mix in a particular market, for example, certain prefectures in Japan, and leverage the geographical insights to help evaluate these kinds of tests.”
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.
Suntory Wellness: Cracking the Taiwan health market
Suntory Wellness Taiwan built its reputation on Japanese-made health products. But its marketing strategy sprawled across channels: TV driving telephone orders, informative YouTube content, and Search campaigns generating online sales. The challenge? Understanding how diverse online and offline channels contribute to sales across Taiwan’s unique market dynamics.
Working with Mutinex and Google, Suntory deployed a time-varying MMM to analyse channel interplay and dynamic interactions. The model factored in brand impression, organic media, and seasonality: all the variables that static models miss.
The results were clear. Google’s AI-powered Performance Max and Demand Gen delivered best-in-class cost per incremental acquisition. YouTube showed the longest adstock among digital channels, driving sustained purchase behaviour that traditional attribution missed entirely. Most revealing: the highest return on ad spend for Google media occurred when YouTube in-stream campaigns ran concurrently with other channels.
What’s next? Suntory Wellness is using insights from the MMM study to maximise its ROI with Google media.
Domino’s: From Australia to APAC dominance
While Suntory optimised in Taiwan, Domino’s Australia faced a different challenge. Traditional MMMs weren’t delivering velocity. Static outputs with long refresh cycles meant opportunities slipped through the cracks, while reports quickly became outdated.
Blake Rand, Group Head of Insights at Domino’s, and his team needed more than analytics. They wanted an always-on solution that could turn measurement into strategic infrastructure. Enter Mutinex’s real-time platform.
“The higher cadence of refreshed results transformed it from a periodic project to an always-on solution,” explained Rand. “This has enabled us to be far more iterative in our approach to media optimization. As a result, MMM now delivers greater value, shaping both macro-level strategy and micro-level decisions.”
The transformation went beyond speed. Governance mattered, especially to executives demanding confidence in unseen data. Domino’s leveraged validation practices like hold-out testing, proving the model could independently predict results.
“Being able to showcase to stakeholders the practices Mutinex abides by from a governance and model integrity perspective is critical,” Rand emphasised. And with accuracy proven, expansion followed.
From Taiwan to Tokyo, brands need answers, not reports.
Geographic granularity becomes decision-making leverage
Here’s where hyperlocal measurement transforms strategy. Domino’s has found ways to turn the geographic granularity into decision-making leverage.
This hyperlocal experimentation feeds centralised scenario planning. “There have already been cases where we’ve confidently identified an opportunity to grow results and said: here’s where we should scale,” Rand continued. His team can now forecast where investment drives incremental growth. And sometimes that means making the case for more budget where the system identifies headroom.
The Southeast Asia advantage
What makes Southeast Asia perfect for hyperlocal MMM? Complexity. Multiple markets. Different languages. Varying consumer behaviours. Disparate media landscapes. Scenarios where traditional models crack under this pressure.
And that’s where Mutinex’s AI-driven DataOS product comes into play. As Rand explained, “What DataOS gives us as a global team (apart from the ability to just automate a large proportion of the work) is the ability to manage and monitor data upload processes across multiple markets, keep people and teams accountable, and generally keep things moving.”
From measurement to reflex
Both Suntory and Domino’s prove the same point: measurement isn’t an output anymore. It’s a reflex. With market-leading MMM in place, data refresh cycles sync with campaign timelines. Insights flow between markets. What started as market-specific solutions become global media learning systems built for granularity, speed, and action.
It’s the kind of playbook that supercharges growth.
For more on how Mutinex’s hyperlocality drives revenue growth, read the full Domino’s case study.
Outcomes
Speed + Granularity
Success in Southeast Asia
