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Case Study

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How Optus Supercharged Its Marketing Intelligence with MAITE Generative AI

Author
Claire Bertolus
Published
9 December 2024
Industry
Telecommunications
Region
APAC
With MAITE you just go straight to your question and it provides the hypothesis or a set of them for you. Now that's not the end point obviously. You'd still need to perhaps interrogate the data a bit more and talk to your team. But it's a very quick way to a starting point compared to how we've worked before.
Cam Luby

Cam Luby

Head of Consumer Marketing at Optus

Overview

Summary

For Cam Luby, Head of Consumer Marketing at Optus, traditional marketing mix modeling had reached its limits. The organization required a more responsive, intelligent strategy for evaluating marketing effectiveness. Following implementation of Mutinex's MAITE — a secure large language model trained on their specific market mix data — the situation transformed dramatically.

Key Capabilities Achieved

Through MAITE, Optus gained rapid analysis capabilities across channel performance evaluation, overall marketing performance metrics, forecasting functionality, and diagnostic capabilities.

From PowerPoint to Predictive Intelligence

The platform enables examination of holistic performance alongside channel-specific performance and individual campaigns, with easy segmentation across different timeframes. This represents significant advancement from traditional presentation-based approaches.

Tools like MAITE facilitate identification of the most critical or valuable insights, enabling faster progression toward actionable decisions.

Beyond the Slide Deck

The next chapter of MMM is one where insights aren’t bottlenecked by a quarterly cadence or a slide deck. With MAITE, Optus’ team can ask questions of their data directly, in natural language, and get hypotheses back in seconds — freeing up analyst capacity to interrogate the answers rather than build the reports.

What they said

  • Cam Luby

    Cam Luby

    Head of Consumer Marketing at Optus

    Where we are now with Mutinex is a lot more granular than when we used to see MMM in a presentation.

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