Geo Experiments
Turn every big bet into proof.
Test and act on your biggest budget moves before you commit, and hit your growth targets by building evidence Marketing and Finance both trust. Your experiments and MMM, working as one.
GrowthOS is trusted by marketing and finance teams at
Why Incrementality Experiments
Make your experiments work with your MMM
Incrementality experiments show which marketing activities cause sales, by comparing regions that saw a change in spend against control regions that didn’t, so you can cut what isn’t working and invest in what is.
Combining experiments with your marketing mix model makes both more effective. Together, they give Marketing and Finance shared evidence to make decisions together, instead of fragmented numbers that need to be calibrated by hand.
Experiment results
MMM data
Joint model
- Marketing
- Finance
Why Mutinex
One shared evidence engine behind every big decision.
Stop calibrating your MMM by hand
Test results feed straight into your MMM, so your next plan already reflects what your last test found. Precise results move the model more than noisy ones.
Act on decisions with your CFO
Every experiment result is read with a standard method that does not rely on your MMM. If the result and your model agree, Finance gets one number backed by two pieces of independent evidence.
Run experiments built from your own model
Your MMM shows which moves are worth testing and which markets to test them in. When results come back, you can see whether they match what the model predicted.
How it works
Every test tightens your model automatically
- Tests enter the joint estimation directly, at the DMA, product and customer segment they ran on.
- When a result lands, you see why the model moved, and by how much.
- Uncertainty travels with every number: Finance sees the range, not a point estimate.
Your MMM · Meta incremental ROI
Test resultThe range narrows with every test
Shared numbers
One set of numbers for Finance and Marketing to agree on
Incremental orders, revenue, CAC and iROAS all come from one granular data foundation, backed by converging evidence, instead of fragmented figures from different tools.
Meta · incremental impact
- Incremental orders
- +12.4k
- Range 10.9k – 13.8k
- Incremental revenue
- +$1.9M
- Range $1.6M – $2.2M
- CAC
- $42
- Range $37 – $48
- iROAS
- 2.3x
- Range 2.0x – 2.6x
- Marketing
- Finance
Illustrative figures
Hyper-granular DMA level models
Thousands of models, learning and improving.
A national model gives you one average. GrowthOS models every market, DMA by DMA in the US and SA4 by SA4 in Australia, so you can see where spend is working and back the markets that respond. Thousands of models, each learning from the others and sharpening with every experiment you run.
FAQ
Who can use Experiments?
Experiments is available for Advanced and Enterprise customers in the US with 40 or more modeled geographies with revenue, and for customers in Australia with SA4 modeling. This is an early version, and customer feedback will shape what comes next.
Does Mutinex buy or run the media?
No. You keep control of your media. Your team or agency runs the test in your ad platforms, using the region and spend plan, agency brief and geo targeting lists GrowthOS generates.
How long does an experiment run?
Between 4 and 12 weeks, depending on the design. Pilot runs for 4 weeks, Standard and Sensitive for 4 to 8 weeks, and Extended for 10 to 12 weeks.
What does my team need to do to run a test?
Confirm the platform supports clean exclusion by region and your contracts allow it, set up one campaign and one budget per group, and keep flights, pricing and strategy the same in both groups. One live week confirms that 2% or less of spend leaks into test regions and 5% or less into control regions.
What if the result is inconclusive?
Even an inconclusive result shows the direction of the effect. That helps you decide whether to act, run longer or test a bigger change.
How does a result change my MMM?
The result feeds into your MMM automatically, with no manual calibration. The experiment and your model share one estimate of the channel’s effect, and a precise test moves that estimate more than a noisy one.
Hit your growth targets by acting on the big bets.
See how Experiments in GrowthOS helps marketing and finance build shared evidence before the budget moves.