Mutinex has set out to disrupt the Marketing Mix Modelling (MMM) category, launching a new AI-powered, chat-based interface that will enable users to answer critical marketing effectiveness questions in seconds.

"Every so often something comes along that breaks a category and creates a new one," said the company's newly minted APAC CEO, Mat Baxter. "Hendren is one of those rare products. It exists in a category of one."

That new category has been dubbed BAM - Business Answers Modelling. The product itself is a chat-based interface that enables users to pose marketing effectiveness questions and receive instant responses, complete with charts, thorough analysis, and optimisation recommendations.

Named with a nod to co-founder and Global CEO Henry Innis, Hendren can provide written executive summaries and presentation slides for CMOs and senior executives that are CFO and boardroom ready.

The business teased the new innovation earlier this week when speaking to Mi3 about the appointment of Danny Bass as its first chief revenue officer.

“On Thursday, MMM is going to look like a flip phone and we're announcing a smartphone … We're talking about a leapfrog moment on Thursday that’s really going to change all of the rules," said Baxter.

Innis said the move was about creating a shared language of success that will empower marketers invest confidently "because they're confident about the payback". 

"If we're able to deliver the shared language of success for marketing, we are going to create an industry that’s 10 times the size of the current industry we’re in," he told Mi3.

The newly launched product was debuted at Mutinex's Marketers and Money conference on Thursday, with Innis walking the audience through a live demonstration of Hendren's capabilities.

"I'm very excited to show you this, because, you know, when we started this company, we wanted to make data more accessible. That's been the mission of this company. It has been to actually empower marketers to do more of the things they love, to defend the things that they love, to actually invest in the things that they love," Innis told the crowd.

"What we have found, and what I'm sure many of you have found with the MMM experience, is we actually spend a lot of time doing things that we don't necessarily love, wading through data to get answers, having to invest in large teams, large consultancy presentations, and waiting weeks to get the answers that you want...this is a force multiplier for every single marketer in the room to be able to produce a sophistication of analysis and pull analysis like this in seconds."

Hendren is built on top of the the company's SaaS product, Growth OS, and will be available as an upgrade feature. It will leverage customers existing econometrics data to pull market mix analysis and insights, making it "a business consultant in your pocket", per Innis.

"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," added Innis.

Hendren is available as a product upgrade to GrowthOS, Mutinex's existing platform. This innovative tool is expected to revolutionise the way marketers approach MMM, providing a more efficient and effective way to gain insights and make strategic decisions.