Mutinex

Don’t miss this insightful interview with Henry Innis on the limitations of MTA for marketing measurement — and where MMM comes in, to widen your view, for a more granular look at how you can grow. Read more: https://lnkd.in/grGAVCeG

In March alone, Mutinex’s AI-powered MMM platform did over 6,700 hours of human-equivalent work for Mutinex customers. If you’re looking for faster answers to tough marketing questions, put it to work. Ask for a demo today: http://mutinex.co 

Welcome to MMMorning! with Desi, brought to you by Mutinex. For the latest Market Mix Modeling news and views. Every Friday morning.

Imagine a world where artificial intelligence is a trusted partner and collaborator rather than simply a tool we use to automate mundane tasks. No longer the stuff of science fiction, in 2025, we find ourselves on the doorstep of this imagined future. But what does this mean for marketers? Mutinex's recent webinar with author and futurist Rishad Tobaccowala explored the infinite possibilities that lie ahead for marketers as AI continues to improve. Mutinx's chief revenue officer Danny Bass shares his key insights from the webinar exclusively with Marketing Mag - have read and prepare for the future now. https://lnkd.in/dF8RrmTb #AIfuture #marketing #contentmarketing #digitalfutures

We’re back — in black! Mutinex are once again proud sponsors of the Black T-Shirts podcast, celebrating creativity in marketing. Because we know how great creative can keep you in the black. Catch up on this season’s episodes so far, and stay tuned for more... - Listen on Spotify: https://lnkd.in/g4x5Bbnv  - Listen on Apple:  https://lnkd.in/gFxBWCPQ

Tariffs. Definitely the hot topic of the week. Not one I have any ideas or solutions on in a wider context admittedly. Also almost certainly something US-based businesses and large Australian enterprises should be considering in their MMM programs to ensure robustness. What are we looking to explore when looking at their effects in the models themselves? There's a few elements to getting this right. A bad model will just assume it bleeds into other effects and basically let this float through. I think a better model is to try to identity and put in variables to assess the impact of tariff regimes being implemented by their severity (I'm not going to do all the work for my competitors here and say exactly how, but will give broad strokes). Basically - a dataset that shows tariffs on/off within a regime. Few things that I think will be sensible: - Tariffs will have a lagged effect and almost certainly eventually 'normalise' with a long decay - Some kind of mediation with other variables (because tariffs impact will also be captured in other variables, e.g pricing + consumer confidence) I suspect will be sensible - Regime-switching / shocks could be smart (and particularly if tariffs fundamentally shift certain sectors - e.g a small US provider who had no market share due to price disparities with imports from China which now becomes super price competitive) I'd be happy to chat to people, particularly people trying to run open source models and such, about how we're thinking about this problem over DM. We're currently looking at this through our MarketMixer, which is our program that collects hundreds of thousands of external data points to consider the impact on specific product lines. Not all of those data points matter - it's about ensuring the model and the team can consider what is relevant to the business (no model could or should stuff 50,000+ variables into an MMM nor should anyone claim to). Obviously this is a new and highly uncertain space and a space that MMMs usually aren't associated with helping via annual reads. I think as we go on the evolving landscape gets challenging when we start to solve some of these more interesting problems. Mutinex does not have all the answers here, but we're definitely looking at ways to help capture these dynamics sensibly and open to collaborating with people to find great solves in this space. On a side note; the thing killing markets about a lot of this is yo-yo execution and the awfully disorganised comms around the whole thing. Crucial that the politicians do a much better job here.

A recent McKinsey study found that while 90% of CEOs think Marketing's position at their organization is well-defined, only 22% of CMOs agree. Clearly the two positions aren’t seeing eye-to-eye. Perhaps it’s because CMOs can tend to prioritize metrics CEOs find irrelevant, weakening trust and communication. And it’s almost certainly why CMOs have the shortest tenure in the C-suite, with many CEOs churning through a series of part-time or project-based CMOs. If anything, this widening divide highlights the need for CMOs to be equipped with the right marketing measurement tools. Read more: https://lnkd.in/gxYJs_QA

BrandSmart 2025 will deliver a showcase of 15+ brand marketing innovators, thought leaders, disruptors and transformers discussing some of the hottest topics facing brands today. And Mutinex are both proud sponsors and honoured presenters at the event. Over the past 15 years, marketers have funneled two-thirds of their budgets away from traditional advertising into digital platforms and DSPs, chasing efficiency and personalization. But despite the hype, the numbers tell a different story: 40% of America’s top 50 advertisers are growing at only half the rate of GDP. So, what went wrong? And more importantly, how can marketers get growth back on track? Don’t miss John Sintras, President US and Multinational at Mutinex, in a dynamic fireside chat with Michael Farmer, industry expert and author, as they dissect the unintended consequences of digital’s dominance, the erosion of marketing effectiveness, and what leaders must do now to reclaim impact and drive real business results. Topic: ‘From Gridlock to Growth: Why Major Companies Have Stopped Growing — And How Marketers Can Fix It’ Venue: University Club of Chicago Time: Thursday, April 24, 2025 from 9am - 4.30 pm CDT Register now at: https://lnkd.in/g4YBBRFx

Welcome to MMMorning! with Desi, brought to you by Mutinex. For the latest Market Mix Modeling news and views. Every Friday morning.

As a marketer in an Enterprise Business, AI tools can be an indispensable part of your operations, saving you time and money by freeing up resources for other modes of thinking. John James of Champagne Strategy Podcast fame has made a handy list of the Top 20 AI Martech Tools he thinks should be firmly on your radar. And we’re delighted to get a mention when it comes to MMM. Check out his list: https://lnkd.in/gW7_c2c6