Mutinex has launched Self-Serve GrowthOS, a new tier of its GrowthOS commercial mix modelling software designed to reach startup and scale-up businesses.
Mutinex’s release comes as Google is slated to release its own self-serve version of its Meridian MMM later this week.
This not only makes Mutinex’s GrowthOS the first growth measurement platform offered in two clearly delineated tiers, but it also demonstrates a new demand in the market for widely available marketing rigour.
“The market doesn’t have a measurement problem. It has a measurement-to-decision problem,” said Henry Innis, CEO of Mutinex.
“Marketers are being asked to defend budget against a CFO who wants weekly forecasts, a CEO who wants a quarterly growth story, and a board that wants to know what the next dollar should do. They cannot run that gauntlet on a deck that lands six weeks late. Self-Serve GrowthOS collapses the time between intelligence, decision and execution. That’s what the next decade of marketing will be measured on.
“We’re looking to target the wider technology sector, high-growth businesses, earlier stage businesses who have been unable to access any kind of MMM or enterprise growth modelling without laborious processes. They’re typically smaller businesses with smaller spends, but we think that they have been locked out of this market. They’ve either had to run with models that are sub-par or not well-calibrated, or they’ve had to run with multi-touch attribution models.”
Self-Serve GrowthOS lets a customer connect their commercial data—media spend, pricing, sales—and stand up a working growth model within 24 hours. The platform’s agentic DataMAITE tool will then ingest and standardise unstructured data. The same agents can then configure the model, run and validate it against key metrics and in-market tests while showing users insights in natural language.
Prices start from US$18,000 per year (about AU$25,000) with no agency required.
“A number of them [Mutinex’s target customers] would have agencies. I’m not sure that they would be able to afford the highly priced and laborious agency data science arms that take weeks to produce a report. I’m not sure that they operate at the cadence of an agency data science arm, which takes a long time to produce outputs at the scale and speed they’d be used to,” Innis added.
The underlying model is the same hierarchical Bayesian architecture used by Mutinex’s enterprise customers. It has an open-source benchmarked refresh stability of approximately 5.5 per cent mean channel coefficient change between refreshes. As such, the model’s view of which channels are working stays consistent across quarterly refreshes, rather than swinging on every re-run.
“Enterprise modelling has basically been inaccessible to a business that moves at the speed of July, and so we’ve never thought about moving towards a probabilistic system. The new Mutinex Agentic platform is a real breakthrough and step change in what it will enable. We’re incredibly excited to try it and see how this unlocks creative as the change agent across a multitude of different channels. A game changer for SMEs to access big kid tools,” said Athan Didaskalou, co-founder and chief strategy officer of ascendant Aussie luggage brand July.
Mutinex’s main GrowthOS product for enterprise businesses and brands remains unchanged.
Where does Google fit in all this?
Google made its Meridian MMM available to all in January 2025 after closed testing.
Now B&T understands that Google is set to launch a Google Analytics-style version of Meridian that is available to all, for free.
When Meridian launched, Google’s senior director, data science, Harikesh Nair said, “Traditional MMMs, built for offline media and branding, have historically been unable to fully measure performance media, like Search ads, and AI-powered campaigns. They lack a modern approach, which may lead to inaccurate budget decisions. They may not update assumptions based on incrementality experiments or provide granular insights, such as optimal frequency or regional nuances.”
Freely available MMM for everyone would represent a sea-change in the sector.
But questions remain around Google’s approach to MMM. For instance, Meridian’s own documentation says that its “estimates often exhibit high variance,” adding that “incorporating even a relatively small amount of new data may have a noticeable effect on the model’s results”.
Independent benchmarking puts Meridian’s mean coefficient swing between refreshes at approximately 49 per cent, against Mutinex’s approximately 5.5 per cent.
Similarly, Meridian also says it “doesn’t model media effectiveness as time-varying”. In plain English, this means that it assumes a campaign from a few years ago is assumed to be as effective today.
A Google spokesperson told B&T: “Meridian is open-source so anyone can audit the code. This transparency is fundamental to the platform, ensuring marketers and data scientists can verify for themselves that the model is independent.”
Meridian also lists a number of global partners “trained and certified… in best practices to help you deploy Meridian’s innovative measurement capabilities and drive better outcomes”.
These partners include the largest advertising holding companies and digital media firms. These firms buy advertising based on channel effectiveness and return on investment for clients.
Google is the single largest advertising business in the world operating through its channels including YouTube, Search, Google Display Network, Gemini and more. Google also controls the world’s largest demand side platform (DSP – DV360) and supply side manager (SSP – Google Ad Manager), and measures success.
Of course, Meridian is designed to measure the impact of all media channels, not just Google’s. Its model is built to be enhanced with real-world experiments across an advertiser’s entire media plan, ensuring it reflects the true performance of every channel.
B&T is not suggesting that Google is playing both sides of the fence here and Google’s model is open source, meaning its ways of working are available for all to see. However, the move to self-serve will see the agency partners’ role diminished.
