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.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Innis is [Edited under Mumbrella’s comment moderation policy]. But very bright in his own way. Not surprised to see him do something like this.
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Mutiny seems to be the quiet achiever of this year. Flying under the radar going about their business and quietly disrupting the market. Success story in the making.
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So a media agency led by a bunch of media folk with no maths training at all, employ a guy that was has a degree and experience in imaging technology, and develop a world first approach in little old Australia? No one else in the world has cracked it, but these guys with no relevant experience or training have? Huh. That’s amazing.
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You are poorly informed and your commentary has no basis, other than pure speculation / bitchiness.
Innis has the math training required and these guys are having a crack. What have you done for the industry lately?
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1) We’re not a media agency. Never done any media work. The two founders have never been in a media agency once.
2) Matt F has a degree in avionics and software engineering. In fact, he spent 5 years building web apps and similar before going into management roles.
3) I’m not a media guy. I’m a maths, technical and data guy. Don’t know or care about media. Not our area.
Of course, you’re welcome to come in and have a demo of our product. If you bring me a year’s worth of media and sales data, say 2017, then let’s let our engine predict 2018 and see the comparison? Nothing like proof in the pudding, hey!
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There’s a reason people don’t use Neural Nets for this work. And it’s not ignorance. But if your “maths guy” had studied maths rather than history he’d know that.
BTW- “Mutiny launches Warchest, platform to analyse and predict creative work and media spend” is the headline. The key guys say never done any media work don’t care about media. But want clients to let them analyse their media spend. Not sure PR is your bag either?
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Should have corrected myself – don’t care about ‘buying or trading media’ 🙂
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