At Recast we believe that in order for our customers to get value out of Recast, the model needs to be correct. That is, it …
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We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them don’t emphasize what we, as practitioners, think is most important – not to us, but to them as a brand. …
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At Recast, we often speak with practitioners who are trying to build their own MMM in-house. While we think there are great reasons to use …
One of the first things people generally want to know about Recast is how it compares with their other media measurement systems. Generally, the clients …
Marketing Mix Modeling (sometimes known as Media Mix Modeling, or simply MMM) has been rising rapidly in popularity in the last few years as marketers …
All Recast Articles
What should be in your Marketing Mix Modeling (MMM) Request For Proposal (RFP)?
We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them don’t emphasize what we, as practitioners, think is most important – not to us, but to them as a brand. There are 3 elements that should be on every MMM RFP: Each element …
What should be in your Marketing Mix Modeling (MMM) Request For Proposal (RFP)? Read More
What are interaction effects in marketing (with examples), and how to model them in your MMM
If you’re doing media mix modeling in-house or through a vendor, being thoughtful about interaction effects will be key to making your model work. For context, interaction effects in marketing are when the performance of one channel (or, in general, our marketing effectiveness) is influenced by another variable (a different …
Dynamic Spend Deployment and Forecast Checking: How to Validate your MMM Through Use
If a tree falls in a forest and no one is around to hear it, does it really make a sound? If someone runs a marketing mix model but no one actually uses the results, is it really an MMM at all? Model validation is one of the most important …
Dynamic Spend Deployment and Forecast Checking: How to Validate your MMM Through Use Read More
How To Do Stability & Robustness Checks for Marketing Mix Models (MMM)
We hate when people say that statistical modeling is more art than science. It’s generally what someone says right before they are about to do some very very poor science. A good marketing mix model should be all science: as modelers, it’s our job to deeply understand and communicate the …
How To Do Stability & Robustness Checks for Marketing Mix Models (MMM) Read More
Unlock Accurate Statistical Models with Parameter Recovery
Statistical modeling is hard. There are millions of ways for the model to go wrong and only one way for it to go right. How do we know if the model we’re using is appropriate for the question we’re trying to answer? How do we validate it if the ground …
Unlock Accurate Statistical Models with Parameter Recovery Read More
Why First-Party Data is Crucial in a Post-Cookie World
As Google phases out third-party cookies, the marketing world is making a big pivot. If the data won’t go to the marketer, the marketer must find a way to go to the data. Privacy regulations like GDPR and CCPA mean we’ve got to get smarter about how we track, target, …
Why First-Party Data is Crucial in a Post-Cookie World Read More
The Decline of Tracking Pixels: Marketing Measurement in a Privacy-Focused World
That digital tracking is breaking should be of no surprise to any marketer by now. The things that have worked for the last ten years are quickly losing effectiveness and reducing the visibility of marketers that rely on tracking people across the internet. Tracking pixels is something marketers have built …
The Decline of Tracking Pixels: Marketing Measurement in a Privacy-Focused World Read More
How to Get Marketers to Actually Use the Insights from your MMM
One of the biggest challenges in marketing mix modeling that we don’t see get talked about enough is how to get marketers to actually use the results from the MMM. Believe it or not, it’s not uncommon for companies to do MMM, get some valuable insights, and be unable or …
How to Get Marketers to Actually Use the Insights from your MMM Read More
Google Meridian MMM: Features and Limitations
Last updated: March 11, 2024 Google’s Meridian MMM platform was just announced last week and is currently in closed beta and so here at Recast we have not had access to the actual modeling package. As we get more updates on the package (including access to source code) we will …
Recast vs LightweightMMM vs Robyn
If you’re considering working with a marketing mix modeling vendor, you’ve probably heard of Google’s open-source MMM tool, Lightweight MMM, Meta’s Robyn MMM, and our very own MMM platform here at Recast. Now, we know that choosing an MMM is a complex decision that has many variables you have to …