Food for thought

At Marketers and Money 2025, Mycar CCO Adele Coswello sat down with Rochelle Tognetti of the Australian Centre for AI in Marketing. Coswello detailed how understanding the commercials and translating customer metrics into business-critical language were essential for driving one of the industry’s most successful rebrands. and securing investment from a skeptical parent company. Read on for more…

The journey from concept to reality when implementing a Market Mix Modeling (MMM) platform is often filled with a broad spectrum of emotions, from excitement to apprehension. At Marketers and Money 2025, Mutinex Marketing Science Partner Andie Potter led a candid panel with some of our valued customers called ‘The first 90 days: What MMM really changes’. Read on to hear how it went.

Australia is rapidly becoming a marketing insights powerhouse, a landscape driven by an exploding martech and MMM space. Yet, beneath the surface of sophistication, the reality is stark: businesses may be improving their ability to analyse, but the aggregation and automation of media data is still badly lacking.

The marketing industry has been built on opinion. Loud ones. Expert ones. We’ve made decades of decisions based on intuition, storytelling and good vibes over lunch. And while some of that charm will never fully disappear, it’s no longer good enough in a world where marketing is expected to deliver commercially, quickly, and with full accountability. 

The illusion of precision Most marketers already know attribution models don’t tell the full story. Whether it’s last-touch, linear, MTA or “data-driven” models, attribution reports track touchpoints, not impact. And…

For marketing leaders, the ultimate measure of success is clear: marketing ROI. It’s the essential metric that justifies every dollar of spend and demonstrates marketing’s tangible contribution to the bottom line. But calculating true marketing return of investment is far more complex than a simple formula of (Revenue – Cost) / Cost. In today’s interconnected world, customer journeys are rarely linear, and the impact of brand-building efforts can’t be captured by a last-click attribution model.