Jonathan Fox, Nine’s former director of effectiveness, has joined marketing analytics scale-up Mutinex as director of client services.
Fox was first an econometrician at Holmes & Cook before joining Ebiquity in early 2015. At Nine, he helped key customers shape their marketing measurement and effectiveness strategies.
“I have always been sceptical of MMM providers making big claims about high speed and granularity of insights,” Fox said. “Once I looked past it being an attack on the traditional MMM approach, I started to see these benefits come to life using more modern approaches.
“Mutinex has built an impressive data-driven decision making engine in GrowthOS. They’ve applied data science and engineering to some of the key pain points of MMM, such as data collection, the lengthy journey to potentially outdated insights or and the lack of action taken off the back of the insights.
“Throughout my career in marketing analytics, I have been searching for how we scale high quality analytics to truly turn businesses into growth powerhouses, and at Mutinex I’ve found a company that shares that vision and is executing on it.”
Henry Innis, Mutinex’s global CEO who recently relocated to New York to continue its expansion, said the appointment indicates where the company is going with its growth strategy.
“[The strategy being] appointing highly credible experts who can interrogate where we are, and bring us to people who want to grow their business through improving their market mix in a credible and authentic way,” he said.
“As a leader, I’ve noted the rise of automated econometrics platforms that are increasingly poorly engineered, having pioneered the SaaS analytics category across APAC.
“It’s important to us that we are bringing credible people who understand what they sell, as increasingly this space will be about deep domain knowledge rather than selling simple digital solutions.
“Long-term, it’s going to be the business that cares the most about causal inference and building robust AI that will win – not the businesses that have gimmicky features.”