News and insights
Company news, analysis of key media and marketing trends, learn what is marketing mix modeling, get market insights and marketing strategies, learn how you can increase growth in your marketing efforts, and more from Mutinex
Mutinex Sponsors Ehrenberg-Bass Institute
Mutinex has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing.
Mars taps market mix modelling for sweeter return on media investment – doubles ROI by focusing on 15-second video formats
Mars has hit an ROI sweet-spot by using media mix modeling to unwrap quick wins in channels like online video.
How Youi showed brand revenue contribution and ROI to the board on a single page
Re-launching a brand is not without risk. But CMO Angela Greenwood and her in-house agency have a better handle than most on where the growth opportunties lie. Plus, she can show her board the revenue impact of continued brand investment and marketing activity versus ROI on a single page.
How to defend and grow your marketing budget in four easy steps
In this webinar you’ll learn about the metrics that matter when it comes to talking to finance and the c-suite, some of the most common traps marketers can fall into when trying to communicate investment strategy and how to win confidence in marketing results so that you can defend and even grow your budget.
Mutinex raises A$9.5 million in fresh capital
Mutinex today announced it has successfully raised A$9.5 million in new capital, raising its valuation to A$75 million.
How Asahi Beverages is refining media investment strategies with marketing mix modeling
“As marketers, it is easy to focus on traditional media metrics,” says Megan Quinn, head of data and digital products at Asahi Beverages, Oceania’s leading beverages company. “However, the true impact of marketing can only be understood within the larger context of sales and revenue drivers.”
How Samsung is improving marketing investment performance with near real-time data
At Samsung Australia, bringing marketing data closer to marketing decision-makers with new-generation marketing mix modeling has evolved into the next step for optimizing and achieving better returns on investment.
What Data Do I Need for Marketing Mix Modeling?
One of the most commons queries we get from brands is around the data required to create and sustain a marketing mix model. In this article we answer some key questions around data.
Five reasons your CPG business should be using marketing mix modelling
In this article, we explore five compelling reasons why your CPG business should consider using Marketing Mix Modeling on a regular basis.
Everything you need to know about marketing results and the analytics used to measure them
Most marketers would agree that measuring marketing results is the key to unlocking success. By leveraging marketing analytics and data-driven methodologies, businesses can effectively measure their marketing efforts and drive tangible outcomes.
How to turbocharge media investment with brand building
Brand power is a vital component for marketers, providing pricing power and resilience during challenging economic times.
How to optimize media investment for incremental gains
In this video we explore a powerful opportunity for advertisers to achieve more incremental gains from their marketing budget.
How your attribution model is hiding the true value of your media
In this video, we shed light on how your attribution model is hiding the true value of your media and introduce GrowthOS as a solution designed to address this issue head-on.
Quantifying the value of sales and discounts in marketing
In this video we delve into into the intricacies of quantifying the value of sales and discounts in marketing through GrowthOS.
How your attribution model is skewing your media channel planning
In this video, we explain how your attribution model could be skewing your media channel planning.
Marketing Mix Modeling Glossary of Terms
Marketing mix modeling isn’t a new concept, but for the uninitiated the terminology can be confusing. So we’ve put together a list of marketing mix modeling definitions to get you started
Data Collection In Marketing Mix Modeling
Effective data collection for marketing mix modeling plays a pivotal role for accurate and actionable insights. Here’s how you can do it right from day one.
Get your finger off the price trigger – how to avoid a marketing bloodbath in the new financial year
If you want to succeed in 2023 (and beyond), get your finger off the price trigger and focus on investing in your brand for long term results.
Why a generalized marketing mix model is better than a fitted model
Why is generalized marketing mix model better than a fitted model? If someone builds a model bespoke to your business, hasn’t the model been built around your business, and isn’t it more robust for your needs?
It's time for media agencies to stop marking their own homework
As we face the death of the cookie and increasing government scrutiny on privacy, it’s time for media agencies to stop marking their own homework and embrace market mix modelling with third parties
Atomic212 champion Market Mix Modelling, join Mutinex Platinum Partnership Program
Australia’s biggest independent media agency, Atomic 212°, today announced it has signed an agreement to join Mutinex’s Platinum Partnership Program
Enhancing Data Security: Leveraging Cloud Computing for Market Mix Modelling
As data security becomes an increasingly critical concern, it is imperative to explore the benefits of running data models in the cloud rather than locally on a notebook.
Market Mix Modeling: Pioneering Privacy First Marketing Measurement
Market mix modelling allows companies to decipher the impact of marketing activities using privacy first marketing measurement.
The Death of the Cookie: Privacy Legislation Puts Multi-Touch Attribution in Peril
Recent changes in privacy legislation, notably the “death of the cookie,” have cast a shadow of uncertainty over the future of MTA. This article delves into the vulnerabilities privacy legislation poses to MTA and the consequential implications for marketers.
Meet a Mutineer: Will Marks, Director of Marketing Science
When it was first announced that Will Marks was joining Mutinex, my first thought was “I wonder what a Marketing Science Director does?”
Open-source Brand Equity (kind of)
We explain what we did to model Brand Equity and how we as a team were able to pull it off.
CMC: Reducing time to insight from market mix modelling by 15% with faster onboarding
Read how CMC Markets reduced time to insight from market mix modelling by 15% by choosing Mutinex GrowthOS.
Youi CMO recruits GrowthOS to make creative work harder
CMO Angela Greenwood explains why Youi has recruited GrowthOS to make creative work harder in the fight for customer attention
Mutinex launches new Platinum Partnership program with dentsu as exclusive agency launch partner
We’re pleased to announce the launch of the Mutinex Platinum Partnership program, a first of its kind program providing their market mix modelling platform to agency groups and their clients
PointsBet turns to market mix modelling to overcome measurement challenges
PointsBet turns to market mix modelling to clarify ROI and gain an advantage in a competitive wagering market.
Mutinex announces $5m seed extension round at a $37m valuation, led by Equity Venture Partners
Existing shareholders also support raise off the back of 300%+ growth in 2022 Mutinex has announced a $5m seed extension round, led by Equity Venture Partners. EVP are a well known and regarded venture capital investor, having previously invested in businesses like Insite AI, Siteminder, Deputy and Shippit amongst others. EVP is known as an…
Retailer media: Everything old is new again?
Lately everyone seems to be talking about retailer media and what it might mean. But is the trend towards retailer media really just a case of “everything that’s old is new again”?
What is “good” marketing ROI?
Often at Mutinex we’re asked a key question: what is a good marketing ROI and why? Here’s our take
The 4ps of Marketing: Marketing Mix Explained
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?
Media Mix Modeling and Marketing Mix Modeling
Media Mix Modeling (MMM) and Market Mix Modeling (MMM) techniques help businesses understand the impact of their marketing efforts, but there are some crucial differences between them.
Everything you need to know about marketing attribution and marketing attribution software
Marketing attribution is the process of identifying the touchpoints that contribute to a customer’s decision to make a purchase.
Understanding marketing efficiency and effectiveness
Understanding marketing efficiency and effectiveness is key to having successful conversations about marketing measurement.
What Is Bayesian Inference?
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 tradi
Can CMOs defend budgets with marketing mix modelling?
Historically, CMOs have had a hard time defending marketing budgets from CFOs, but change is in the winds.
Mutinex makes break through measuring brand equity
We’re pleased to announce a new feature of the GrowthOS platform that will change the way marketers measure the impact of their brand investment.
How to protect your marketing ROI in a recession
Going into 2023, weâ€™re seeing some of the most disruptive economic market conditions ever. What can smart marketers do?
Samsung and Asahi prove brand spend drives growth
To prove growth through brand spend has traditionally been one of the tougher asks for a marketer. Samsung and CUB explain how they’re moving towards quantifying the true value of brand using marketing ROI.
Leveraging brand metrics to prove brand impact
Building and investing in brand is an important part of any marketing strategy, Unfortunately leveraging brand metrics to prove revenue impact is hard.