The launch marks a shift from opaque measurement to open accountability — giving all marketers the tools needed to interrogate any model, vendor-built or in-house.

Mutinex, a leader in marketing mix modeling (MMM) solutions that provide clients with answers-on-demand, today announced the North American launch of its globally endorsed Open Source MMM Validation Framework. First deployed across Australia and the APAC region—where it earned industry-wide support—the Apache 2.0-licensed toolkit sets a new benchmark for transparent, reproducible performance validation in marketing analytics. Designed for marketers who demand proof over promises, the framework delivers the clarity, control, and transparency needed to make smarter, faster, and more accountable decisions.

In July 2024, an eMarketer survey of B2B and B2C brand marketers and agencies with clients who spent $ 500,000 or more in digital advertising during the past 12 months found that MMM was marketers’ No. 1 priority for upgrading measurement.

The priority makes sense when you consider that the most recent MMA State of MTA study of marketers found that:

• 1 out of 2 marketers is frustrated with the overall value of their M&A (marketing and analytics) efforts, and more than 60% dissatisfied with their inability to quantify the total impact of marketing (present and future multiplier).
• Marketers are planning to invest more in measurement and attribution in order to resolve the above challenges, acknowledging that the stakes are now higher and the urgent need to build confidence in M&A, both within marketing and, importantly, by the rest of the organization.

Why Does the Launch of the Open-Source MMM Validation Framework in North America Matter?

First, Mutinex’s new Open-Source MMM Validation Framework addresses a crisis of trust. Historically, marketers were asked to justify multimillion-dollar to multibillion-dollar budgets using static, black-box models that offer little to no transparency. Now, marketers are empowered and no longer have to take vendor claims at face value. They can interrogate models, not just accept them.

Second, according to former President and COO of MMA Global and advisor to Mutinex, Lou Paskalis, “It aligns with the boardroom shift. Until now, marketing has been seen as a cost center in many organizations. 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.”

Third, open-source means access. It means marketers at any level—from startups to Fortune 500s—can use the same tools to test, compare, and improve their models. That’s a huge leap from the paywalled, proprietary systems that have historically locked out smaller players or internal teams.

Fourth, it enables agility. Static MMM reports are too slow for today’s media cycles. Marketers are demanding answers on demand— or, real-time insights that help them pivot, optimize, and defend their investment decisions in the moment, not months later.

Perhaps, most importantly, Mutinex founder and CEO Hen Innis, said, “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.”

What Makes Mutinex’s Open Source MMM Validation Framework Valuable?

• Vendor-neutral testing: compare proprietary and open-source MMM solutions on equal footing
• Business-focused metrics: measure predictive accuracy, ROI stability, robustness, and cross-validation performance
• Transparent methods: all code, test suites, and validation criteria are publicly available for inspection and contribution
• Pricing: It’s free of charge for marketers and their agencies.

Who Will Benefit First?

The 90 global brands that already work with Mutinex, including Domino’s Pizza Enterprises, Samsung, and Toro, as well as members of the Association of National Advertisers (ANA) and Coalition for Innovative Media Measurement (CIMM) will be the first to have access to the solution.

To learn more about Mutinex’s Open-Source MMM Validation Framework, please visit: https://mutinex.co/open-mmm-validation-framework/

About Mutinex

Mutinex empowers global brands to unlock growth through AI-driven marketing decisions. By combining advanced market mix modeling with real-time insights, Mutinex offers unparalleled precision and usability to brands seeking to outpace the competition. Customers think of Mutinex as their growth co-pilot. To learn more about Mutinex please visit www.mutinex.co

View source version on businesswire.com: https://www.businesswire.com/news/home/20250916130465/en/

Until now, marketing has been seen as a cost center in many organizations. But when marketers can validate their impact with vendor-neutral, reproducible proof, they earn credibility with CFOs, investors, and cross-functional peers.