THE ECOMMERCE EDGE Podcast with Jason Greenwood E212: Which Half of Your Marketing is Working? Marketing Mix Modelling Can Tell You! - Henry Innis, Mutinex - THE ECOMMERCE EDGE Podcast - 05 May 2023
May 5, 2023
Henry Innis, Co-founder and CEO of Mutinex, dives deep into the world of marketing analytics. He advocates for marketing mix modeling over traditional attribution methods, emphasizing its effectiveness in boosting ROI by up to 20%. The conversation highlights the importance of integrating diverse data sources for smarter decision-making while democratizing access to powerful analytics tools for small businesses. Innis also discusses the exciting advancements in SaaS platforms that empower marketers to optimize strategies and navigate the complexities of digital advertising.
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Democratization of Marketing Science
- Foundational model businesses offer specialized models and generalized AI.
- This democratizes access to sophisticated marketing analysis for smaller businesses.
Disruption by Democratization
- Figma disrupted Adobe, Eucalyptus challenges pharmaceutical giants, and Booktopia rivals Dimmicks.
- These examples highlight how smaller players leverage better tooling and insights to compete effectively.
Opinionated Products
- Successful SaaS products like Canva, Atlassian, and Shopify embody strong opinions scaled through technology.
- They offer streamlined workflows and interfaces based on proven best practices, democratizing access to expertise.
