Foxtel Group has appointed Choreograph, WPP Media’s data solutions and technology company, to deploy an open-source Marketing Mix Modelling (MMM) solution to optimise marketing effectiveness across its portfolio of media brands, including Kayo SPORTS, Binge, Hubbl and Foxtel. WPP Media said the partnership leverages Google’s Meridian codebase and should deliver transparency, scalability and IP ownership in a rapidly evolving landscape. Tim Micallef, Foxtel’s director of media, said: “This project is a true game-changer for Foxtel’s marketing measurement capabilities. For the first time, we have a transparent, fully owned MMM solution that integrates seamlessly with our complex data ecosystem. Often conventional MMM approaches have been limited by costs and lack of data ownership.