Michael Kaminsky

Marketing Mix Modeling Software: Build vs Buy Calculator

Marketing Mix Modeling (MMM) has been around  since the 1960s, where it was used to correlate spikes and dips in sales to marketing activity. There has been a recent resurgence of interest in marketing mix modeling, as consumers increasingly opt out of digital tracking and digital-first brands mature to offline channels. We’re now living through …

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The Best Marketing Attribution Software For 8 Measurement Methods (2022)

The global marketing attribution software market is set to grow by 14.4% to USD 3.6 billion by 2023. However the industry is in a state of upheaval, as marketers move to more privacy-friendly solutions in the wake of limits to tracking imposed by Apple, the European Union and others.  Marketing attribution is defined as identification …

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The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World

In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a seminal post for anyone looking for guidance on how the analytics landscape has changed, as well as a comprehensive map of what attribution methods are out there. It was well received with the Reforge audience, …

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Causal Inference: Where does it sit in the hierarchy of evidence?

If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers.  If we’re advertising our ice cream brand in …

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Introduction to Bayesian Methods for MMM

Introduction Note: this post was developed in partnership with Mike Taylor over at Vexpower where they’re working to educate marketers on how to do effective media mix modeling. This post gets a bit into the weeds, so if you want a more straightforward overview, definitely go check out the companion post over there. At Recast we use Bayesian techniques …

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