Mutinex has brought its open source MMM Validation Framework to North America, giving marketers—from startups to global brands—free, transparent tools to replace black-box measurement with accountability.
Mutinex has launched its Open Source MMM Validation Framework in North America, following strong adoption across Australia and APAC. Licensed under Apache 2.0, the toolkit sets a new benchmark for transparent, reproducible validation of marketing mix models (MMM).
The move addresses a crisis of trust in marketing analytics, long dominated by opaque, black-box systems. The framework gives marketers the ability to interrogate any model—vendor-built or in-house—providing clarity, control, and accountability for evidence-based decision-making.
Lou Paskalis, former President and COO of MMA Global and advisor to Mutinex, said: “It aligns with the boardroom shift. Until now, marketing has been seen as a cost centre in many organisations. But when marketers can validate their impact with vendor-neutral, reproducible proof, they earn credibility with CFOs, investors, and cross-functional peers. This framework helps marketing compete for resources like any other growth-driving function. It’s the way it should be.”
Mutinex founder and CEO Hen Innis added: “The framework responds to the marketers’ mandate for clarity, control, and accountability as the means to success by giving them a reliable compass to navigate their highest-stakes decisions. With access to our framework, brands can now interrogate any MMM—vendor or in-house—with objectivity and full transparency.”
The launch comes amid rising demand for better measurement. A July 2024 eMarketer survey ranked MMM as the top measurement priority among brands spending $500,000+ on digital ads. The MMA State of MTA study found that one in two marketers are frustrated with current analytics, while over 60% remain dissatisfied with their ability to quantify marketing’s full impact.
The framework offers vendor-neutral testing, business-focused metrics, public transparency, and free access. Early adopters include 90 global brands such as Domino’s Pizza Enterprises, Samsung, and Toro, alongside members of ANA and CIMM.
Mutinex positions itself as a growth co-pilot, combining AI-driven MMM with real-time insights for global brands.
