News and Insights

“Overfitting” or “overfit” is a common problem with market mix models. Read how you can avoid over fit in your model with Mutinex

Everything you need to know about who Mutinex partners with and how we structure our incentives

Learn about marketing mix modeling techniques and how to tackle common challenges in this detailed explainer

Today’s brands are in a precarious position: trying to cast their lines into a pond that’s been overfished, and hoping to reel in consumers who are growing more elusive by the day.

What is marketing mix modeling, how do marketers use it? We take a deep dive into the world of MMM and how it can help to drive growth.

Mutinex, the marketing analytics scale-up, has raised a fresh $17.5m AUD in funding. The company is now valued at $132.5m AUD.

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.

Mutinex has urged marketers to rebalance their marketing mix away from channels like paid search and affiliates in their updated Marketing ROI Index report released today. 

Bupa and Atomic212 explain how they navigate their working relationship with Mutinex to get the most from GrowthOS.

Attribution modeling is a methodology you can deploy to help you hone your marketing campaigns by mapping customer touchpoints on the way to a sale or conversion. Let’s unpack attribution models further to see their value.

To succeed in modern digital marketing, it’s wise to come to grips with how to conceive of, and implement, a multi-channel marketing strategy. Here’s how.

Asahi and Domino’s build ‘north star’ metrics machines with GrowthOS. But there are different paths to success.

Domino’s CEO Don Meij tells his story publicly for the first time in his opening address at Marketers and Money.

Watch the full keynote video now.

How do you explain a dense concept like MMM in a simple yet meaningful way? According to our own Will Marks, by likening it to the classic murder mystery game Cluedo.

We minted the world’s first AI powered MMM chat product and heard some big ideas from the undisputed heavyweights of marketing. Here’s what you missed…

It’s called ‘Hendren’, and you’ll want to see this for yourself. Think AI chat meets market mix modeling.

Danny Bass brings his incredible depth of experience to Mutinex as our new Chief Revenue Officer.

What is multi-touch attribution and how does it function? What are its limitations? We explore MTA in this comprehensive guide.

Domino’s knew they could get a bigger slice. To achieve a 2% increase in marketing led sales, they embraced GrowthOS and Scenario Builder to streamline channels and boost ROI.

What is Marketing Mix Modeling? Let’s break down the core concepts with examples and case studies, in our full guide to MMM.

We delve even deeper into our Marketing ROI Report for Q2 2024 to uncover what should be front of mind for marketers right now. Scroll down for the full in-depth webinar.

Demystifying MMM – Let’s have a frank chat about how it works and why SEEK decided to take the plunge.
Scroll to the end for the full webinar.

Mutinex has today launched the inaugural Marketing ROI Index Report. The report analyses their pool of over $2 billion in marketing investment to uncover the state of marketing ROI. The…

Mutinex has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing.

Mars has hit an ROI sweet-spot by using media mix modeling to unwrap quick wins in channels like online video.

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.

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 today announced it has successfully raised A$9.5 million in new capital, raising its valuation to A$75 million.

Asahi Beverages use Mutinex GrowthOS to understand synergies between different investment channels and the impact of price and distribution on media investment.

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.

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.

In this article, we explore five compelling reasons why your CPG business should consider using Marketing Mix Modeling on a regular basis.

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.

Brand power is a vital component for marketers, providing pricing power and resilience during challenging economic times.

In this video we explore a powerful opportunity for advertisers to achieve more incremental gains from their marketing budget.

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.

In this video we delve into into the intricacies of quantifying the value of sales and discounts in marketing through GrowthOS.

In this video, we explain how your attribution model could be skewing your media channel planning.

Lion’s Head of Media, Clare Tsubono, shares her thoughts on what’s working for them – a harmonious mix of software, agency, and in-house measurement.

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

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.

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 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?

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

Australia’s biggest independent media agency, Atomic 212°, today announced it has signed an agreement to join Mutinex’s Platinum Partnership Program

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 modelling allows companies to decipher the impact of marketing activities using privacy first marketing measurement.

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.

When it was first announced that Will Marks was joining Mutinex, my first thought was “I wonder what a Marketing Science Director does?”

Read how CMC Markets reduced time to insight from market mix modelling by 15% by choosing Mutinex GrowthOS.

We explain what we did to model Brand Equity and how we as a team were able to pull it off.

CMO Angela Greenwood explains why Youi has recruited GrowthOS to make creative work harder in the fight for customer attention

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 clarify ROI and gain an advantage in a competitive wagering market.

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…

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”?

Often at Mutinex we’re asked a key question: what is a good marketing ROI and why? Here’s our take

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 (MMM) and Market Mix Modeling (MMM) techniques help businesses understand the impact of their marketing efforts, but there are some crucial differences between them.

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 is key to having successful conversations about marketing measurement.

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

Historically, CMOs have had a hard time defending marketing budgets from CFOs, but change is in the winds.

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.

Going into 2023, we’re seeing some of the most disruptive economic market conditions ever. What can smart marketers do?

Bank of Queensland Group GM for Retail Marketing, Melody Townsend, is using sharper insight from marketing ROI to redefine ME Bank’s marketing strategy.

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.

Building and investing in brand is an important part of any marketing strategy, Unfortunately leveraging brand metrics to prove revenue impact is hard.