Henry Innis

Incrementality testing is a great way to validate models and their performance, and to hold them to account. But having them power a model solely is a short-sighted approach, pushed by inexperienced experimentation companies.

Mutinex Co-Founder and CEO, Henry Innis, recently presented at the ‘Most Contagious’ by WARC conference in NYC. This is the essence of his talk.

Everything you need to know about who Mutinex partners with and how we structure our incentives

Why is generalized marketing mix model better than a fitted model? If someone builds a model bespoke to your business, hasn’t the model been built around your business, and isn’t it more robust for your needs?

As we face the death of the cookie and increasing government scrutiny on privacy, it’s time for media agencies to stop marking their own homework and embrace market mix modelling with third parties

We explain what we did to model Brand Equity and how we as a team were able to pull it off.