Recast Blog: Measure What Matters

Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it)

If you’re in the marketing world, you’re probably familiar with marketing mix modeling (MMM), one of the attribution methods popularized since Apple limited tracking in iOS14. MMM is a statistical technique that helps marketers allocate resources across different channels based on past performance. However MMM works based on historical data, which you don’t have when …

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Some Testing is a Waste of Time: Making Business Cases for Big Bets

This is our second feature in the much exalted Reforge blog, this time talking about how to make big bets in your testing program. The key insight is that it might feel safer to limit your ambition when running experiments, but actually nothing costs more than failing to learn anything of consequence. You can read …

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Brand Incrementality Testing in Practice

Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes several months. A recent post …

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Recovering 300% More Revenue by Matching Online Activity to Offline Sales

When setting up e-commerce conversion tracking, you’ll often find that most of the events worth tracking are online such as add to cart, checkout sessions or online transactions.   However this conversion tracking model doesn’t work well with bespoke, high cost e-commerce shops. I quickly discovered this whilst working with william walter, an antique silver e-commerce …

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