Every marketing measurement strategy comes with a cost. Whether you're running incrementality tests, MMMs, or lift studies -- there's always a tradeoff. Andrew Covato calls this the “measurement tax” -- a concept he shared in our Recast Marketing Measurement Coffee Break. This tax comes in two forms: explicit and implicit. An explicit measurement tax is what most marketers fear. It’s the upfront cost you pay when you deliberately hold out spend to run a clean test – like withholding ads in select DMAs, running fake ads to a control group, or pausing branded search to evaluate incrementality. You’re sacrificing some short-term conversions for clarity. It feels painful, immediate, and easy to point to. The implicit tax is trickier. It’s the…
One of the ever-present problems with marketing mix modeling is that you always have to choose some start date. And since you always need to choose a start date, there’s always some period before the start date that’s impacting your results. Here's how Recast handles these carry-over effects.
Mockingbird empowers parents with premium, well-designed baby gear like their signature Single-to-Double Stroller. With a complex buyer’s journey and an…
With digital tracking breaking, consumer brands that relied on multi-touch attribution are now looking for alternatives to measure marketing effectiveness.…
There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion…
Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That…
In the context of marketing measurement, marketing analysts and marketing scientists use the term “incrementality” to refer to causality. Incrementality…