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Henry Innis

Operator

Henry Innis is best known as the co-founder and CEO of Mutinex, an Australian-born marketing intelligence platform that has modernised marketing mix modelling (MMM) for the data-driven era. Under his leadership, Mutinex has grown into one of the most talked-about marketing effectiveness companies in the Asia-Pacific region and beyond, attracting major brand clients and significant investor interest by making econometric modelling faster, more accessible, and more actionable for CMOs and their teams. His work sits at the intersection of data science, media strategy, and commercial growth — making him a distinctive figure in a market increasingly focused on proving the ROI of advertising spend. Prior to founding Mutinex, Innis built his career in strategy and data-driven marketing, including time at agencies and consultancies where he developed a reputation for rigorous analytical thinking and a willingness to challenge conventional approaches to media planning and measurement. He has been a consistent advocate for moving the industry beyond last-click attribution and vanity metrics toward more robust, econometric approaches to understanding marketing's contribution to business outcomes. Innis is a prominent thought leader in the Australian marketing and AdTech ecosystem, regularly contributing to industry discourse through speaking engagements, media commentary, and social media. He is known for his direct communication style and his ability to translate complex data science concepts into commercially relevant narratives for senior marketing and finance audiences.

Last updated Sep 28, 2026 by the ATDb Editorial Team

Role
CEO
Company
Mutinex
Based
Sydney, New South Wales, Australia
Connections
1
Years in industry
12 years

Bio

Henry Innis is best known as the co-founder and CEO of Mutinex, an Australian-born marketing intelligence platform that has modernised marketing mix modelling (MMM) for the data-driven era. Under his leadership, Mutinex has grown into one of the most talked-about marketing effectiveness companies in the Asia-Pacific region and beyond, attracting major brand clients and significant investor interest by making econometric modelling faster, more accessible, and more actionable for CMOs and their teams. His work sits at the intersection of data science, media strategy, and commercial growth — making him a distinctive figure in a market increasingly focused on proving the ROI of advertising spend. Prior to founding Mutinex, Innis built his career in strategy and data-driven marketing, including time at agencies and consultancies where he developed a reputation for rigorous analytical thinking and a willingness to challenge conventional approaches to media planning and measurement. He has been a consistent advocate for moving the industry beyond last-click attribution and vanity metrics toward more robust, econometric approaches to understanding marketing's contribution to business outcomes. Innis is a prominent thought leader in the Australian marketing and AdTech ecosystem, regularly contributing to industry discourse through speaking engagements, media commentary, and social media. He is known for his direct communication style and his ability to translate complex data science concepts into commercially relevant narratives for senior marketing and finance audiences.

Career

Roles with a cited source. All linked roles are in the Roles tab.

Expertise & education

Expertise

Marketing Mix Modelling (MMM)Marketing EffectivenessData-Driven Marketing StrategyEconometricsMedia MeasurementMarketing AttributionGrowth MarketingAdTech SaaS

Education

  • Bachelor's degree, University of Auckland (inferred from public profiles)

Speaking topics

Marketing effectiveness and ROI measurementThe future of marketing mix modellingMoving beyond last-click attributionData-driven growth strategy for CMOsThe role of econometrics in modern media planning

Recognition

Notable achievements

  • Co-founded Mutinex, scaling it into a leading marketing effectiveness platform in the Asia-Pacific region
  • Raised significant venture funding for Mutinex, validating the commercial demand for modernised MMM
  • Positioned Mutinex as a credible alternative to legacy econometric vendors for enterprise advertisers
  • Built a prominent public profile as an advocate for rigorous marketing measurement in Australia

Publications

  • Regular contributor to LinkedIn on marketing effectiveness and measurement
  • Commentary featured in Australian marketing and business media
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