Marketing consultancy Mutiny claims its new econometric modelling platform delivers sharper insight on media investment.

The firm says its WarChest platform uses 'deep learning neural networks' to improve analysis and modelling for current campaigns and enable marketers to see how well creative may perform against different variables.

“Existing MMM or attribution modelling companies weren’t delivering what [clients] wanted,” said Mutiny CEO, Matt Farrugia. “They were either inaccurate, difficult to use or expensive so we saw an opportunity to break new ground and build our own platform.” 

The firm says WarChest can be set up for use within two weeks.

“Recent developments in cloud computing, data science and our investment in world-class
machine learning talent has allowed us to develop a platform that is better, faster and
cheaper. This simply could not have been done 12 months ago without cloud computing”
said Henry Innis, chief strategy officer at Mutiny.

Mutiny said five of its 'tier one' clients and media agencies are already using the platform.