Mutiny launches Warchest, a platform to analyse and predict creative work and media spend
Marketing consultancy Mutiny has revealed a modelling platform, called Warchest, designed to optimise media spend and maximise return on investment.
Mutiny Warchest uses “deep learning neural network to model statistical parameters around media performance”. The platform shows the impact of creative work, alongside online and offline media.
Mutiny said the platform draws upon media, sales and external data to model the best-performing media mix and allows clients to not only analyse media performance, but predict and forecast future performance.
Innis is [Edited under Mumbrella’s comment moderation policy]. But very bright in his own way. Not surprised to see him do something like this.
Mutiny seems to be the quiet achiever of this year. Flying under the radar going about their business and quietly disrupting the market. Success story in the making.
So a media agency led by a bunch of media folk with no maths training at all, employ a guy that was has a degree and experience in imaging technology, and develop a world first approach in little old Australia? No one else in the world has cracked it, but these guys with no relevant experience or training have? Huh. That’s amazing.
You are poorly informed and your commentary has no basis, other than pure speculation / bitchiness.
Innis has the math training required and these guys are having a crack. What have you done for the industry lately?
1) We’re not a media agency. Never done any media work. The two founders have never been in a media agency once.
2) Matt F has a degree in avionics and software engineering. In fact, he spent 5 years building web apps and similar before going into management roles.
3) I’m not a media guy. I’m a maths, technical and data guy. Don’t know or care about media. Not our area.
Of course, you’re welcome to come in and have a demo of our product. If you bring me a year’s worth of media and sales data, say 2017, then let’s let our engine predict 2018 and see the comparison? Nothing like proof in the pudding, hey!
There’s a reason people don’t use Neural Nets for this work. And it’s not ignorance. But if your “maths guy” had studied maths rather than history he’d know that.
BTW- “Mutiny launches Warchest, platform to analyse and predict creative work and media spend” is the headline. The key guys say never done any media work don’t care about media. But want clients to let them analyse their media spend. Not sure PR is your bag either?
Should have corrected myself – don’t care about ‘buying or trading media’ 🙂