NY, New York – July 22, 2025 – Mutinex, a leading provider of marketing mix modeling (MMM) solutions, today announced the release of the Open MMM Validation Framework: the industry’s first open-source, vendor-neutral toolkit for objectively testing and comparing any MMM solution. Designed to introduce transparency and accountability into an area historically dominated by black-box claims, the framework sets a new bar for how marketing effectiveness is validated.
According to Forrester’s 2024 Marketing Survey, 64% of B2B marketing leaders say they do not trust their organization’s marketing measurements when making decisions, highlighting a critical gap in performance accountability. The Open MMM Validation Framework addresses this problem by providing a universal testing suite that works with any model, regardless of methodology or code access, and measures business-relevant outcomes such as predictive accuracy, ROI stability, and cross-validation performance.
“Marketing leaders are navigating high-stakes decisions without a reliable compass,” said Henry Innis, CEO and founder of Mutinex. “This open-source suite sets a new benchmark for performance validation, helping brands interrogate models with objectivity and transparency, whether they’re from vendors or built in-house. We believe in contributing to open source standards as part of our contribution to a better standard of MMM as a measurement leader. We’re of course aware not all vendors will embrace this initiative, but we’re hoping the many that are interested in quality of modeling outputs embrace this readily.”
The Open MMM Validation Framework offers:
- Vendor-neutral testing: A standard for comparing open-source and proprietary MMMs on equal footing.
- Business-focused metrics: Evaluates the outcomes that matter – from robustness to data noise to ROI consistency across campaigns.
- Transparent and reproducible methods: All tests and criteria are fully documented in an open-source codebase available to anyone.
Until now, marketing teams have been forced to rely on vendor claims and internal guesswork to evaluate MMM performance, with no objective benchmarks for accuracy or quality. The Open MMM Validation Framework breaks this paradigm, allowing procurement teams to demand independent validation in RFPs and giving marketers the tools to make decisions with greater confidence and clarity.
“Mutinex has consistently engaged with us in a transparent and collaborative way, showcasing strong governance practices to ensure the efficacy of their model outputs. The development of an open-source validation solution is a clear demonstration of their commitment to transparency and their drive to advance marketing effectiveness across the industry.” says Group Head of Insights at Domino’s Pizza Enterprises, Blake Rand.
“This is a line-in-the-sand moment for the industry,” Innis added. “If a model performs, it should stand up to scrutiny. Open standards are not just good practice — they’re a necessity.”
For more information about the Mutinex model testing suite and to access the codebase,
go here.
