What It's Like to Work with Mixilo: Muttdata’s Paid Media Optimizer

When someone asks us how to start working with Mixilo, the short answer is: first with a pilot, then with a license. The long answer is what follows:

Stage 1: The Pilot

The pilot isn't a demo or a month of platform access. It's a controlled experiment: we run Mixilo against your current optimization approach, on a defined portion of your investment, and measure the result against a real control group.

The goal of the pilot is for you to have your own evidence, generated with your data and your campaigns of whether Mixilo works for you before committing real budget.

During this stage:

• We define together with your team which campaigns or what portion of the budget enters the experiment.
• We run the A/B test for as long as needed for the result to be statistically significant (The pilot duration is determined by your account's volume and seasonality. We define it before kickoff but it typically lasts between one and two months.)
• At the end, we deliver a report comparing the optimized group against the control group on the metrics that matter to your business.

The pilot also includes trainings with our specialized team of Account Managers. These aren't sessions on how to operate the tool, but sessions that also cover the concepts explaining why the optimizer makes the decisions it makes: saturation curves, marginal ROAS, OMV. This is information your team keeps regardless of the pilot's outcome, and it generally changes how they look at their own paid media campaigns going forward.

No fine print: if the pilot doesn't show real impact, we don't move to the next stage. That's the reason we designed it this way.

Stage 2: The License

If the pilot confirms the impact, the conversation changes in nature. We go from "does this work for my account?" to "how do we scale it?"

The license is continuous use of Mixilo across the full scope (or the portion you decide) of your campaigns, without the controlled-experiment structure because by this point it's no longer needed. The question the control group was answering has already been answered.

At this stage:

• Mixilo optimizes across the full scope you agree on, not just the pilot segment.
• The Muttdata team gets involved in ongoing operations: adjustments, reviews, support.
• Pricing is structured for sustained use.

The license also unlocks features that aren't part of the pilot. Your team gets access to our Planner module, designed for budget planning:

• Pacing control vs. plan: monitoring actual spend against the plan, to keep campaigns aligned.
• Spend and revenue simulation: projecting expected revenue before investing, and adjusting the plan based on the goal.
• Spending scenarios: setting minimums and maximums per group, and evaluating different budget allocations before executing them.

On top of this, you get access to more advanced insights into campaign behavior, the kind of analysis that makes sense once you're optimizing your total investment. 

Here's how a Digital Media Specialist at BCP, describes that shift from pilot to ongoing operation, in practice:

"Working with Muttdata completely changed how we experience day-to-day paid media. We left behind heavy processes and started making decisions with clarity and calm. What I value most is the trust we've built: a team that listens to us, supports us, and teaches us to look at the budget with transparency. Today we feel like technology supports us instead of complicating things, and that gave us back the time and energy to focus on what really creates value for the client."

— Ana Paula Chinen Villon, Digital Media Specialist, BCP

The Difference in One Sentence

The pilot answers a question with evidence. The license is what you do once you already have the answer.

It's a simple distinction, but it changes how you understand every conversation with us: in the pilot, the focus is on measuring without ambiguity. In the license, the focus is on scaling what's already been proven.

Keep Reading

• "Why All Our Pilots Are A/B Experiments" — how we design the pilot experiment, why we use a control group, and what we show you at the end.
• Retail Success Story | Pilot with Ripley — the pilot in action: what the controlled experiment looked like on a real retail account.
• Financial Services Success Story | BCP — the full journey, from pilot to license, told by the BCP team.
• Education Success Story | Social Learning — same process, different industry: what changed when scaling from pilot to ongoing operation.