Case Study: Domino’s achieves real-time, actionable marketing mix modeling with Mutinex

Domino’s Ditches Static MMM for a Real-Time Answers Model

Domino's Pizza Enterprises faced a challenge with its traditional market mix modeling (MMM), which provided static reports with long refresh cycles that were not actionable for making fast, strategic media investment decisions. They partnered with the vendor Mutinex to implement an AI-driven MMM solution, seeking to transform their analytics into an always-on system for smarter and faster optimization.

Mutinex provided a solution called GrowthOS that offered rapid data ingestion, granular geographic insights, and robust governance. This enabled Domino's to shift to an always-on model, allowing for real-time media optimization and localized experimentation that could be scaled globally. The results included greater confidence in investment decisions, the ability to identify and act on new growth opportunities, and the transformation of their MMM from a periodic report into a central, actionable component of their global marketing strategy.

Domino's

Blake Rand

Group Head of Insights