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. …
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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
Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it)
Disclaimer: This blog post was written by an external contributor about approaches for measuring new marketing channels with marketing mix modeling. The approach laid out in this document is not reflective of how Recast approaches modeling new channels. The actual model specification can be found in the technical model specification. …
Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it) Read More
Meta Marketing Mix Modeling Summit Highlights
The Marketing Science team at Meta set the Marketing Mix Modeling world alight when they released Robyn, their open source solution. Entering the market at a time when everyone was scrambling to solve the iOS14 problem, helped to introduce the method to a wider audience, and validate that it was …
Your email open rates aren’t as good as you think they are
In the advertising world the impact of iOS14 has been apocalyptic. Offering users the ability to turn off tracking, has left a huge hole in the analytics tools marketers rely on to measure the performance of their campaigns. Meta advised they took a $10 billion hit in revenue as a …
Your email open rates aren’t as good as you think they are Read More
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 …
Some Testing is a Waste of Time: Making Business Cases for Big Bets Read More
How to Measure Podcast Advertising
Podcast advertising is a form of digital advertising that allows companies to place ads in podcasts. This type of advertising can be used to target a specific audience, and it can be an effective way to reach potential customers who are interested in the topics covered in the podcast. Podcast …
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 …
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 …
Recovering 300% More Revenue by Matching Online Activity to Offline Sales Read More
Not all revenue is created equal
A few years ago I was running Facebook advertising for an eCommerce store selling print-on-demand products across Europe: think posters, framed pictures but later also t-shirts and hoodies. We were VC-funded, so predominantly cared about growth in the early stages, thinking that focussing our efforts on driving revenue should do …
How to Measure TV Advertising
TV advertising is the process of promoting a product or service on television, across broadcast, cable, or satellite. This can be done through a variety of methods, including traditional commercials (i.e. the SuperBowl), infomercials, product placement, and sponsorship. Advertising on TV is an important part of the marketing mix, because …
Google’s Data-Driven Attribution: a $40,000 mistake
For years after I left my agency I described myself as a “recovering agency owner”, and it would always get a knowing laugh from anyone who had experience running a services business. From the outside it might look like agencies print money, but I assure you that the economics aren’t …
Google’s Data-Driven Attribution: a $40,000 mistake Read More