Mutinex

There's a lot of buzz out there about generative AI and we know marketers are asking "where can it be genuinely useful to my business and workflows?" It's definitely not all about writing copy and generating your next digital creative. If you haven't caught up with Hendren yet, our generative AI for market mix, then you need to be across it. Read about how Optus are already making faster decisions using Hendren here: https://lnkd.in/gftujsFS

Today on the Mi3Australia podcast listen to Mutinex customers Jo Feeney (CMO Michael Hill) and Cam Luby (Head of Consumer Marketing, Optus) analyse how far market mix has come and talk about where they hope to see it in the future. Whilst Optus is already doing less analysis and more decision making with Hendren, Michael Hill is looking to push the boundaries with churn modelling. We're happy to be a partner in both. More here: https://lnkd.in/gf6TWZKU

Nine has recently made a bold move to make measuring marketing ROI on their network completely transparent, by partnering with Mutinex and several other MMM providers to deliver world class measurement. The ‘Beyond Reach’ webinar will be hosted by Mutinex Co-Founder and CEO Henry Innis alongside Nine CMO Liana Dubois and Chief Sales Officer Michael Stephenson. Register now to join us and see what the network’s decision means for you. We'll discuss - The importance of building a sustainable top of funnel marketing presence in tough economic conditions - How independent measurement via MMM can paint a better picture of marketing ROI - How Nine has structured their offering to ensure that measurement remains independent throughout the process - What media investors can expect from working with Nine on an MMM program - How customers can take advantage of what's on offer from Nine right now Register here: https://lnkd.in/gCDqjnhx

At Samsung Australia the ability to interrogate data and have "live" conversations with a cross section of stakeholders including marketing team members, data analysts and finance representatives make Mutinex a invaluable part of the toolkit they use to drive growth. How do you explain results to relevant stakeholders and deal with questions? Read more about Samsung here: https://lnkd.in/gPSiYGS9

Today Mutinex pays tribute to Lisa Ronson. Not only has Lisa been a vaunted member of the marketing industry - contributing to the success of a number of very well known brands and generously offering her time and expertise to our community as a mentor and leader, she has also been a much valued friend to Mutinex and customer. It's not well known that Lisa was one of the first CMOs who viewed the 'WarChest' platform (our original product), but she was, helping us at a crucial stage of the business. We're forever indebted to her for her generosity of spirit, kindness and sense of fun that she brought to the industry at large. Lisa will be missed by family, friends and colleagues and we send our condolences and support at this very difficult time to Ben and Chris.

Choosing a partner for market mix doesn't need to be bamboozling. A little preparation work before you start can go a long way to clarifying the things that are important to your organisation and how you'll approach your model. Take a look here for the top ten things you should do to get ready to speak to MMM vendors: https://lnkd.in/gB4ZJvYx

With a new financial year approaching, Dominos’ marketing team was putting the finishing touches on their budget planning — the aim was to achieve an increase in marketing-led sales. But as data is sourced and interrogated, investment plans are created, and channels are locked in, it’s often hard to justify your action plan with the C-suite. Enter Mutinex’s GrowthOS’ with Scenario Builder: a simple tool that makes it easy to justify marketing investment. “Now that we’ve embedded GrowthOS as something that we use ongoing, we have buy-in at the CMO and CEO level. So we’ve got the credibility to say this tool is going to underpin how we plan our budget for FY25.” – Blake Rand, Media Strategy and Analytics Manager at Dominos MUTINEX GrowthOS’s ‘Scenario Builder’ removed any uncertainty by pulling data from multiple sources, so that Dominos’ team could build a plan from a robust model, with ROI at the centre. It’s the best decision you’ll make. https://lnkd.in/gUBxeNW4

Let's talk over fit. No market mix model is perfectly accurate but "over fit" is a problem that can come to plague some solutions - especially bespoke models. Marketers should seek to actively manage this problem with solution providers. Read more about what over fit is and how Mutinex manages it with backtesting here: https://lnkd.in/gk3ei6Nw

Performance by bottom of the funnel marketing channels in 2024 so far shows strong year-on-year results. So why are so many businesses still doing it hard? This is your reminder that individual channel performance is rarely indicative of business performance: bottom of the funnel channels are only sustaining the bottom line, not growing it. The good news? There's an opportunity to reduce exposure to the overcooked performance media market, which will ultimately provide better overall ROI. A better decision would be to rebalance investment by looking at top of funnel channels like OOH, total TV or online video. Find out why — download the full report here: https://lnkd.in/gcnJJWxz

Re-imaging a brand is not without risk. But the CMO of Youi insurance, and their in-house agency knew where the growth opportunities lay. Now it was a matter of proving it to the board. Enter MUTINEX’s GrowthOS product. A simple interface that enabled them to demonstrate those opportunities — all on a single page. Read more at the link below. Mutinex GrowthOS is not only simple and intuitive to use, but it helps you get crucial marketing mix tactics over the line. It’s the best decision you’ll make. https://lnkd.in/g3djeJTT