Martech platform Mutinex is out to simplify the complexities of data warehousing, today launching a new companion product to its GrowthOS market mix modelling tool.

The new product, DataOS, is designed to give marketers more control over their data provisioning for market mix modelling (MMM), which Mutinex co-founder and CEO, Henry Innis, said is one of the 'most challenging aspects for customers moving to an 'always on' insight cadence".

“Most vendors today are working with a simple API layer, but we found extracting data simply from APIs only gave top-level channel reads. To truly have a layered, complex model that predicted growth in a granular way across channels, from multiple agency partners and across complex enterprise product sets we needed an intelligent, smart data management tool that went far beyond simply importing data," said Innis.

Mutinex says that DataOS differs from other data warehousing solutions in its user-friendly interface and built-in workflows, which eliminate the need for data scientists to clean and manage data for processing into advanced MMM systems. The product also features inbuilt data optimisation flows that automatically improve the quality of data, spanning campaign attribution, product taxonomies, and data standardisation.

“The product fundamentally solves the problem of generating high quality data for modelling, by putting every marketer in control of how their data is structured in seconds. For many companies, this will unlock the structured workflows they need to ensure consistently high quality data is delivered to their market mix model," said Innis.

Mutinex has been testing DataOS with their existing customers, some of whom have reportedly been able to cut the time to build an optimised data warehouse by approximately 70%. Customers have also been able to add hundreds of rows of granularity in their data without the overhead of traditional data management approaches.

"The new labelling configuration is a great improvement for our team as we streamline our data provisioning processes," said Marketing Analytics and Insights Manager at Youi, Jamie Elsayed.

Dominos Group Digital Strategy Manager, Blake Rand, said: "It’s really easing that tension point around the data wrangling and ingestion that’s made these projects hard in the past."

"DataOS is the only system of its kind designed specifically to be used by marketers to deliver higher quality data at scale. As the MMM landscape becomes more competitive, we’re seeing a fundamental shift towards faster modelling and a high demand for data. That’s why we’ve decided to get ahead of this problem for our customers. So they can get back to making better decisions," said Innis.