Food for thought

Brand campaigns are often seen as the emotional engine of marketing — think big TV moments, storytelling, and long-term brand love. But in a world where every marketing dollar is under scrutiny, the question remains: if brand media isn’t built to drive immediate sales, why should we care about ROI that’s measured in months rather than years? In our 20 June 2025 episode of ‘MMMorning! — your Marketing Science wake-up call’ I discussed this hot topic with Grace Gilbert, Marketing Science Partner at Mutinex.

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.

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.

Mutinex Marketing Science Director Nicky Barton shares candid thoughts and views from the recent big marketing event in Queensland, Cairns Crocodiles 2025.

Back for its third year, humAIn has firmly established itself as the go-to conference for forward-thinking media and marketing professionals in APAC navigating the transformative potential of artificial intelligence.In our recent Mutinex/Optus session with HumAIn, we explored how AI is accelerating decision-making for marketers. Here are some key learnings from our Marketing Scientist, Grace Gilbert.

In a wide ranging conversation with Cairns Crocodiles Director of Content, Pippa Chambers, on the second day of the Crocs, Mutinex CEO and Co-Founder Henry Innis gave some insights into where he thinks the next big challenges of advertising and marketing will emerge – and how marketers can solve them.