Or everything you’ve ever wanted to know about marketing ROI Often at Mutiny we’re asked a key question: what is a good marketing ROI and why? It’s a loaded question that’s hard to answer. But why? What do we actually look for, see and consider when we talk to clients about their media performance? I…

What are they and how can we use them? 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?  The four Ps of marketing, namely product, price, place, and…

Understanding the Differences Marketing is an essential aspect of any business, and it’s crucial to understand how to measure its effectiveness. Two commonly used methods in marketing analysis are Media Mix Modeling (MMM) and Market Mix Modeling (MMM). While both these techniques help businesses understand the impact of their marketing efforts, there are some crucial…

One piece of the marketing data puzzle Marketing attribution is a term that has become increasingly popular in the digital marketing world over the last several decades. It refers to the process of identifying the channels and touchpoints that contribute to a customer’s decision to make a purchase. As marketing channels proliferate and ad networks…

What’s the difference? Marketers often talk about efficiency and effectiveness but confuse the two. Here, Mutinex looks at the difference between the two and how marketers can more effectively gravitate towards the efficiency conversation.  Efficiency and effectiveness in marketing — probably the two things marketers talk most about in measurement, whilst often being two of…

Introducing Bayesian inference – what is it and why do we use it to power GrowthOS? At Mutinex we talk a lot about artificial intelligence and AI powered analytics. But what are the building blocks of the AI we use to power our predictions? Where traditional market mix modelling is based on regression analysis to…