Marketing software company Mutinex has become a sponsor of the Ehrenberg-Bass Institute for Marketing Science, the world’s largest centre for research into marketing.
Henry Innis, CEO and co-founder of Mutinex, said the Ehrenberg-Bass Institute and its science-based approach to marketing correlates strongly with the work at Mutinex.
“We believe strongly in generalised laws of marketing, and simply modelling for fit against traditional, known generalised laws is what has broken the MMM industry’s credibility for years," Innis said.
"The work of the Institute reflects that approach on an academic level and we know that our team and ultimately our customers will get a lot of value from this sponsorship by ensuring we are aligning as much as possible with credible academic research within our approaches to the markets.
“In turn, with the permission of our customers, we will look to find ways to work with the Ehrenberg-Bass Institute to help contribute data to the Institute’s research agenda. In this way, Mutinex will begin to use our data to make meaningful contribution to global benchmarks and contribute to the bedrock of marketing science.”
Byron Sharp, director of the Ehrenberg-Bass Institute, said that while the Institute remained dedicated in its role as an independent academic institution, it deeply appreciates the support from Mutinex as a sponsor of the Institute’s important R&D.
“Our commitment to advancing marketing science through rigorous academic research continues to be our primary focus, and sponsorships like these provide valuable resources that contribute to our ongoing research efforts,” Sharp said.
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