Understand the “why” behind performance.
Traditional Marketing Mix Models (MMMs) can tell you when a channel’s performance changes (e.g. TV’s effectiveness dropped in Q3), but not why. Without knowing the underlying causes, like the new campaign creative, the ad format, or the publisher mix, you’re left guessing at your next move.
Defend your budgets with confidence.
Mutinex Campaign Varying (patent pending) solves this by modeling performance at the level of the actual decisions you make, not just abstract time periods. Instead of treating a channel like a “black box”, we decompose its performance into the underlying attributes that drive it:
- Campaign creative (which message resonated?)
- Ad format (e.g. 15-second vs. 30-second spots)
- Publisher (which networks delivered?)
- Geography, audience segments, CPM, and more
Our Campaign Varying approach has been rigorously validated, demonstrating superior predictive accuracy and enhanced stability compared to static and time-varying models.
This reduces predictive error by 33% over Google Meridian and remains robust when new data is added. So you can be confident in the budgets you put forward.
Why it matters:
- Smarter decisions, faster: Growth answers are seconds away, moving market mix modeling from high-level allocation to a granular, tactical lever.
- Stronger business cases: Gain the causal inference needed to defend your budgets with confidence.
- Competitive edge: Outperform traditional MMM approaches with a model that delivers superior predictive accuracy and stability.