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 …
The Recast Blog
Start Measuring What Matters
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. …
Featured Posts
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
Predictive Modeling in Marketing: The What, Why and the How
Disclaimer: This blog post was written by an external contributor about applications of predictive modeling in marketing. The approach laid out in this document is not reflective of how Recast approaches predictive modeling. The actual model specification can be found in the technical model specification. When it comes to marketing, …
Predictive Modeling in Marketing: The What, Why and the How Read More
How confounding variables and company silos can ruin your analysis
You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? Statistical mistakes could de-optimize your marketing spend. It will seem very “scientific” while you are doing it. You will feel very good about it until senior management notices the drop in sales – and subjects you …
How confounding variables and company silos can ruin your analysis Read More
The ADPPA — Data Privacy Comes to the USA (and how not to lose sleep over it)
In July 2022, the American Data Privacy and Protection Act (ADPPA) became the first bicameral and bipartisan online privacy bill to be cleared by a House committee. The act seeks to pre-empt the patchwork of state-level privacy laws currently in place in the US, such as the California Consumer Privacy …
The ADPPA — Data Privacy Comes to the USA (and how not to lose sleep over it) Read More
Make a business case for TOFU channels via first-touch attribution
As a content marketer working on top-of-the-funnel channels like social media, PR, podcast, etc. one of the top challenges you might be facing is showing the ROI (Return on Investment) of your work. You might know qualitatively that your content is impactful in building brand awareness and generating demand. You …
Make a business case for TOFU channels via first-touch attribution Read More
Monte Carlo Simulations: A Tool for Predictive Analysis and Informed Decision Making
Monte Carlo simulations are a powerful tool for doing predictive analysis. By running multiple simulations with different input variables, analysts can gain insight into the likelihood of different outcomes and make more informed decisions. In this blog post, we’ll explore what Monte Carlo simulations are, how they work, and run …
Monte Carlo Simulations: A Tool for Predictive Analysis and Informed Decision Making Read More
The pitch deck we used to raise $3 million
I’m happy to announce we just raised $3.4 million at a $25 million post-money valuation! This year, a slowdown in funding for startups forced many to take a closer look at their spending and cut costs to extend their runway. One area to come under scrutiny was marketing spend, or …
MMM Template
We made this template because honestly it’s a lot of work to do MMM manually if you don’t have the benefit of reusable code or software, and yet nothing beats the humble spreadsheet for developing an intuition for how these things work. We made it free because too many people …
Measuring the Long Term Effects of Brand with MMM
Disclaimer: This blog post was written by an external contributor about a speculative method for analyzing long-term effects of changes to brand awareness. The approach laid out in this document is not reflective of how Recast approaches long-term effects. The actual model specification can be found in the technical model …
Adstocks: Accounting for the Lagged Effect of Advertising
Disclaimer: This blog post was written by an external contributor about their personal experience implementing adstock rates. The approach laid out in this document is not reflective of how Recast approaches long-term effects. The actual model specification can be found in the technical model specification. One of the core problems to solve when doing …
Adstocks: Accounting for the Lagged Effect of Advertising Read More
Meta Sustainable Measurement Summit
The team at Meta did another Marketing Mix Modeling summit last week, and given the popularity of the last one we covered, we thought we’d do it again. This summit covered a lot of familiar themes – e.g. the loss of tracking from iOS14 – but with a particular focus …