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.
On the new product, Mutinex APAC CEO Mat Baxter said: “Every so often, something comes along that breaks a category and creates a new one. Hendren is one of those rare products. It exists in a category of one.”
Hendren can also provide written executive summaries and presentation slides for CMOs and senior executives who are CFO and boardroom-ready.
Innis added: “We believe that Hendren will significantly reduce the burden on marketers and their partners in processing reams of market mix insights and analytics – instead jumping directly to answers with immediately actionable recommendations, all in less than a minute. It’s a business consultant in your pocket.
“Hendren will help marketers reclaim their valuable time and redirect it to what really matters, and that’s great creative ideas and realising the true power of marketing.”
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