Mutinex launches tool to measure how brand presence translates to sales and ROI
Marketing analytics investment startup, Mutinex has launched a new feature on its GrowthOS platform, allowing marketers to measure how brand presence contributes to sales volume and marketing ROI, Mumbrella can reveal.
The feature, named Brand Equity, was developed in partnership with GrowthOS customer Asahi Beverages.
Henry Innis
Mutinex CEO, Henry Innis, said the feature aims to start a change in the conversation about brand investment, by giving marketers the tool to tie “brand awareness and consideration” to “hard currency” without opting into costly models provided by consultants.
“By using the Brand Equity feature in GrowthOS, marketers can finally tell their c-suite what it means to the bottom line to pause their brand campaigns for any period of time or readjust their messaging temporarily away from awareness and into consideration for example.
“This feature really represents a breakthrough in how we’ll talk about the role of a brand in the marketing mix because it’s not one and done, it can be continuously updated with new data and adapts to the needs of changing businesses.”
Head of consumer data and analytics at Asahi Beverages, Megan Coutts-Quinn, said the company has already been using the new feature to generate insights across its portfolio of brands.
“Understanding our brand performance has always been important to us, and this development makes the data even more actionable, and helps us to reconcile different measurement frameworks to have true, ROI-driven conversations with senior stakeholders.”
Mutinex rebranded from Mutiny in October last year. Speaking to Mumbrella at the time, Innis said the company’s next stage involves scaling geographically and innovating its products.
Mutinex has since appointed Mediabrands and Starcom executive John Sintras to lead the US expansion.
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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If Mutinex ingests previous data, it would be really interesting to see how Covid affected brands that stopped/reduced ad spend. It would go a long way to supporting/detracting from the likes of Mark Ritson who recently posted that Coca-Cola made a huge mistake cutting their ad spend by 35% during the pandemic.
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Does Innis have the cheekiest grin in media?
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Already have that data. Supports Ritson’s view.
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Just requested a demo.
The site mentions no blackboxes, so it’ll be interesting to understand what data can be ingested and how they’re aligning marketing activity to bottom line.
It would also be helpful to know what CFO/CEO’s are saying about the reporting; that’s who marketers get stumped by historically when they present revenue effectiveness.
Either a game changer or another marketing bag of fluff.
Hopefully the former.
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