Mutinex

When measurement systems are optimized for transactions rather than enterprise value, marketing is forced to justify spend instead of leading growth.

Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of MMM platform Mutinex.

No one needs reminding that a recession sharpens the knife on every budget line. Yet the 2025 slowdown is arriving just as media trading itself is mutating.

Every organization that has installed a marketing mix modeling solution today wants to be more data-driven.

Modern CMOs, marketing analytics leaders and media leaders know marketing is an investment, which must have demonstrable ROI. And they know using data to figure out what’s working and what isn’t is crucial to ensuring waste is controlled.

I’ve spent nearly a decade in marketing mix modeling (MMM), and I can tell you this: MMM starts with the model and proves itself in product and growth. An MMM without growth is like a car without fuel; it simply doesn’t work.

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to degrading multi-touch attribution (MTA) systems. However, as this moment unfolds, I’ve realized something critical: Understanding of marketing mix modeling solutions is woefully out of date. The industry has been stuck in a time warp, and marketers need to understand what’s changed to avoid settling for less.