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Mutiny launches Warchest, a platform to analyse and predict creative work and media spend

Marketing consultancy Mutiny has revealed a modelling platform, called Warchest, designed to optimise media spend and maximise return on investment.

Mutiny Warchest uses “deep learning neural network to model statistical parameters around media performance”. The platform shows the impact of creative work, alongside online and offline media.

Mutiny said the platform draws upon media, sales and external data to model the best-performing media mix and allows clients to not only analyse media performance, but predict and forecast future performance.

“At a time when driving marketing effectiveness is paramount and every dollar is scrutinised, clients were continuously coming to us either dissatisfied or confused about current approaches to modelling,” CEO Matt Farrugia said.

“Existing MMM [market mix modelling] or attribution modelling companies weren’t delivering what they wanted. They were either inaccurate, difficult to use or expensive so we saw an opportunity to break new ground and build our own platform.”

The agency’s chair, Cheuk Chiang, said that Warchest was a significant investment, but it’s worth it due to the features that differentiate it from existing competitors. Mutiny said its prediction capability, and the way it makes sense of complex data sets, means it’s “a first in the world of media analytics”.

“We have leveraged our collective experience in media, marketing and communications to build a truly innovative platform,” Chiang said.

“Much time, effort and investment has been made to ensure that Warchest addresses the needs of today’s modern marketer and the challenges they face with knowing what media is delivering to their bottom line.”

The platform can be set up for use within two weeks, with five clients and media agencies already using it.

“Recent developments in cloud computing, data science and our investment in world-class machine learning talent has allowed us to develop a platform that is better, faster and cheaper,” chief strategy officer Henry Innis added.

“This simply could not have been done 12 months ago without cloud computing.”

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