Marketing mix modelling platform Mutinex has appointed former Director of Effectiveness at Nine, Jonathan Fox, as director of client services.

The appointment, effective immediately, sees Fox join a team of growth specialists at Mutinex. "Throughout my career in marketing analytics, I have been searching for how we scale high quality analytics to truly turn businesses into growth powerhouses, and at Mutinex I’ve found a company that shares that vision and is executing on it," said Fox.

Fox's career has spanned various roles in the field of econometrics. He began as an econometrician at Holmes & Cook before moving to Ebiquty in early 2015. As Director of Effectiveness at Nine he assisted key customers in shaping their marketing measurement and effectiveness strategies.

"I have always been sceptical of MMM providers making big claims about high speed and granularity of insights. Once I looked past it being an attack on the traditional MMM approach, I started to see these benefits come to life using more modern approaches," said Fox. "Mutinex has built an impressive data-driven decision making engine in GrowthOS. They’ve applied data science and engineering to some of the key pain points of MMM."

Mutinex global CEO, Henry Innis, said the appointment of Fox was reflective of the scale-up's growth strategy.

"As a leader, I’ve noted the rise of automated econometrics platforms that are increasingly poorly engineered, having pioneered the SaaS analytics category across APAC," said Innis. "It’s important to us that we are bringing credible people who understand what they sell, as increasingly this space will be about deep domain knowledge rather than selling simple digital solutions. Long-term, it’s going to be the business that cares the most about causal inference and building robust AI that will win - not the businesses that have gimmicky features."