The upside of market mix modelling (MMM) is it “certainly helps with credibility,” when proving marketing’s return on investment, per Optus consumer marketing boss Cam Luby. The downside is that it spits out a shedload of data. Hence Mutinex combining its real-time MMM platform with an AI-powered co-pilot called Hendren to hep marketers more easily interrogate and interpret the data with prompts – and shortcuts next best actions. Optus’ marketing team is already putting it to work.

“The MMM gives us the opportunity to understand something we previously couldn’t; Hendren gives us the ability to understand that faster and make decisions quicker. It puts the data we have to better use,” says Luby.

“It facilitates a really valuable discussion about the outputs that we should expect from marketing and puts it in terms that matters to the business. Our finance team … they're not really that interested in buying media. They're interested in the outcome for the business.” Using Mutinex’s MMM has enabled Optus’ marketing team to prove hypotheses and adjust channel allocation as a result, “and that's yielded increases for us,” says Luby.

Michael Hill CMO, Jo Feeney, is about to plug in the Mutinex platform and will use the first model as a “performance review ... to make sure that every dollar we're spending is being spent in the right place, and it's actually paying back”. Plus, she aims to demonstrate that generating retail sales requires a little more than lower funnel performance tactics and offers. Likewise “myth busting” some misconceptions that may be held by management, such as “no-one watches TV anymore”. More broadly, Feeney wants to prove marketing’s P&L contribution over any perception of marketing as a cost centre.

After that, Feeney’s keen to prove the value of Michael Hill’s rapidly growing loyalty scheme – now at 2.5m members – and the dollar value of its owned channels versus paid media. “I've got some early data, but to be able to put that through a model like this as well would be amazing.”

Mutinex’s Will Marks says “repointing” Mutinex’s GrowthOS engine to do exactly that is top priority for 2025, alongside “supercharging our forecasting and optimisation capability so that we can help marketers get to different scenarios faster and easier” – and with deeper granularity on what’s really going on within channels.

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Faster decisions that move profit needle, quantifying loyalty programs' dollar value: Where Optus and Michael Hill go next with MMM

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