Marketing mix modelling is getting a generative AI rocket boost, and enterprises are rapidly discovering that artificial intelligence isn't just a buzzword – it's a game-changing tool that's rewriting the rules of data analysis.

First came PowerPoint decks, then interactive dashboards. Now, a powerful third wave of marketing mix modelling is transforming how enterprise businesses approach data interrogation and decision-making.

The Mutinex breakthrough: Hendren takes centre stage

Enter Hendren, Mutinex's secure LLM that's already making waves at companies like Optus. This isn't just another analytics tool – it's a growth co-pilot trained on each customer's specific market mix data, ready to be queried at any moment.

Cam Luby, Head of Consumer Marketing at Optus, cuts straight to the heart of the matter: "I really love looking at the GrowthOS platform, but when you're looking at a chart first you need to do the analysis – what is this telling me? And then you have to formulate a hypothesis – what should I do about it? With Hendren you just go straight to your question and it provides the hypothesis or a set of them for you. That's not the end point, you'd still need to interrogate the data a bit more and talk to your team. But it's a very quick way to a starting point compared to how we've worked before."

The changing landscape of marketing science

Will Marks, Head of Marketing Science at Mutinex, offers a candid perspective on the transformation: "In the marketing science team we provide support to Mutinex customers to ensure that they're getting the most from our platforms – from training on GrowthOS, to help with reporting and answering adhoc queries. The marketing science team can typically interpret the results from a model very quickly and provide some insights, within a couple of hours or a day. But we're actually seeing fewer of those queries from customers since Hendren arrived. Because it's much quicker to just ask Hendren and get answers in minutes than waiting for your marketing science partner to get back to you. It's surfacing vital information extremely quickly."

Diving deep: Data-driven insights

Early product usage data reveals users are gravitating towards Hendren for critical analyses, including:

• Channel performance
• Overall marketing performance
• Forecasting
• Diagnostic capabilities

Optus’s Luby highlights a particularly powerful use case: "Sometimes you query performance and you can see that over a 12-week period, your marketing ROI has gone up. But I won't be exactly clear on why that's happened. So you ask Hendren why – and that saves you a lot of analysis time in trying to figure out what could have caused the spike."

So long, PowerPoint

The evolution is stark. Luby reflects on the journey: "Where we are now with Mutinex is a lot more granular than when we used to see MMM in a presentation. We can look at not only holistic performance, but channel performance, campaigns and easily cut those things into different periods of time. It's a long way from a PowerPoint – but that's a big step change in terms of the amount of information available. Tools like Hendren allow us to pinpoint the most important or valuable information so that we can move more quickly into decision mode."

The future of marketing intelligence

This isn't just a technological upgrade – it's a fundamental shift in how marketing teams operate. The traditional workflow of requesting analysis, waiting for a response, and then making decisions is being compressed into near-real-time interactions.

In an era where speed and agility define market leadership, tools like Hendren are becoming less of a luxury and more of a necessity. The ability to rapidly interrogate data, generate insights, and pivot strategies can mean the difference between leading a market and playing catch-up.

The bottom line

The trajectory is clear. Market mix modelling has evolved from static presentations to interactive dashboards, and now to conversational, AI-powered insight generation. But this isn't about replacing human intelligence – it's about augmenting it. The AI provides the hypothesis, the context, the initial analysis. Humans still bring critical thinking, strategic vision, and the nuanced understanding that transforms data into meaningful action.

It’s just that we can now do it much faster based on the best available data.

Welcome to the next wave of marketing intelligence – where the question is the starting point, and insights are just a conversation away.

Make smarter growth decisions: mutinex.co