109. Marketing Mix Modelling: What It Is, Why It Matters & Where AI Fits In w. Mutinex’s Henry Innis

As attribution becomes less reliable and marketing teams face more pressure to prove what drives growth, marketing mix modelling is becoming a popular way to understand the full commercial picture behind marketing performance.

In this episode, James Lawrence speaks with Henry Innis, CEO and co-founder of Mutinex, about how modern MMM can help marketers move beyond channel-level reporting and last-click attribution. Henry explains why media alone rarely tells the full story, how variables like pricing, promotions, competitor activity, economic shifts and brand equity influence results

• Why Marketing Mix Modelling is becoming more important as attribution signals weaken
• How MMM helps marketers understand growth beyond media performance alone
• The role of external factors like weather, CPI, fuel costs and competitor spend in performance
• How modern MMM can support faster, more confident decision-making
• How AI is reducing the effort required to structure data, run models and generate insights
• Why brand activity can contribute to both short-term sales and long-term memory effects
• Why siloed measurement often leads to siloed execution
• How marketers can use MMM to think more like capital allocators than channel operators

Henry Innis is the CEO and co-founder of Mutinex, a marketing measurement company helping brands improve growth decisions through modern Marketing Mix Modelling. Mutinex’s Growth OS platform brings together media, pricing, promotions, brand and external market factors to help organisations understand what is really driving business performance. Henry offers a practical perspective on marketing effectiveness, attribution, AI and how measurement is evolving for modern growth teams.

You can follow Henry on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.