Mutiny launches new product testing specific external event impact

SaaS company Mutiny is launching a new product tomorrow, 20 April to help clients “understand the impact that external factors like holiday periods or bad weather” have on marketing, “with greater fidelity than ever before”.

Environment Chart 2.0 will be released as part of WarChest 1.6.3 tomorrow, tracking in greater depth how environmental factors positively or negatively impact sales for a specific event or time period. This includes predicting and measuring every element of growth.

Example of the chart

The company said the primary use of the new product is planning mid-term spend adjustments for channel mixes, for example altering strategy for the next time events occur, if it pinpoints that a particular public holiday or major sporting event reduces or increases sales.

“The chart can also be used to explain increases or decreases in sales while channel spend and other conditions have remained relatively steady.”

Product manager at Mutiny, Hugh Osbourne said: “The Environment chart presents more environmental factors, in actionable detail and delivers insight to marketers to simply answer the question: “What external factors influence my sales and profitability”. Armed with this information, marketers are enabled to better target their spend to events, holidays, weather, COVID and inflation as well as account back to the business as to why sales might be dropping or increasing.

“This release was based on feedback and input from across our users-base, meaning we could sweat the details to deliver a powerful feature we’re really proud of, and has been tested for senior marketers across the country already. We’ll be releasing more to help marketers to rapid speed to insight in marketing investment analytics and we’re pleased to be at the forefront of this incredible space!”

Product manager, Hugh Osbourne

The total list of factors being measured includes Public Holidays, Special events (like Sporting events, Click Frenzy), Footfall, Weather, COVID Cases, Lockdown indicators (weeks containing lockdown), Building Approvals (Total dwellings approved), Labour Force Status, Unemployment rate (seasonally adjusted), School Term Indicators (weeks containing school holidays by state), CPI (Consumer Price Index), BCI (Business Confidence Index), RBA Cash Rate.

Co-founders of Mutiny, Matt Farrugia and Henry Innis appeared on the Mumbrellacast last month, where they spoke about their sole focus of  “transforming the industry”.

“It’s our ambition and our life work to shift marketing from a cost center from marketing to be managed as an investment,” said Farrugia of the three-and-a-half-year-old company.




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