The WARC Podcast Facing ROAS reality: a measurement deep-dive
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Oct 28, 2025 In this discussion, Henry Innis, Co-founder and CEO of Mutinex, shares insights on the dynamic landscape of marketing measurement. He emphasizes the importance of fast, governed marketing mix modeling (MMM) and how it can drive growth. Henry explores the intersection of MMM, digital attribution, and experimentation. He argues for a unified approach to brand and performance objectives, critiques standard ROI measures, and discusses the potential of AI in revolutionizing measurement strategies. His insights shed light on the future of marketing analytics.
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MMM As A Fast Answers Engine
- Mutinex positions MMM as a fast, governed answers platform that layers context over models to enrich decisions.
- Henry Innis says speeding model cycles and adding context improves trust and lowers cost of insight.
Client Priorities Shift With Macro Pressure
- Client questions shift with macro conditions from growth forecasting to budget cuts and pricing strategy.
- Innis notes rising interest rates push firms to reclaim marketing budgets and broaden strategic measurement.
Attribution Isn’t Designed For Growth
- Attribution was built to track user actions, not to model business growth, so its ROI signals can mislead growth decisions.
- Innis argues attribution got repurposed beyond its intent, creating false confidence in platform-driven ROI.
