Mutinex launch new market mix modelling platform

Mutinex has launched Hendren, a chat-based interface that lets users ask key marketing effectiveness questions and get instant answers with charts, analysis, and optimisation recommendations based on their market mix modelling data.

The AI-powered platform establishes an entirely new category called Business Answers Modelling (BAM). Its name derives from a mixture of the Norse God of knowledge and Hen – the nickname of co-founder Henry Innis.

Innis presented a live demonstration of Hendren at Mutinex’s inaugural Marketers and Money Conference on 1 August.