The Recast Blog

Start Measuring What Matters

Can you trust your media mix model? That is an obvious but not asked enough question that everyone using MMM should consider – in-house, with a vendor, it doesn’t matter. As you try and answer it, you…

Featured Posts

Recast Model Validation Process

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 MMM Checklist

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 …

The Recast Philosophy

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 …

Modern Marketing Mix Modeling (MMM)

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

When Promo Codes Aren’t Enough: Measuring Influencer Campaigns with Marketing Mix Modeling

This post talks about how to do Marketing Mix Modeling when you’re investing heavily in influencer marketing. We teamed up with the Influencer Marketing experts at Modash to outline the scale of the problem and how to fix it. You can read the post in full here: > When Promo …

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How Uber Orbit Works

Disclaimer: This blog post was written by an external contributor about Uber’s open-source Orbit library for time series forecasting and its applications to marketing mix modeling. The approach laid out in this document is not reflective of how Recast approaches time series forecasting and modeling time-varying effects. The actual model …

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Being Thoughtful About “What’s My Email ROI?” 

For many businesses, email programs are a huge revenue generator. For every $1 marketers spend on email marketing, they receive $36 in return, according to 2,000 marketers who responded to Litmus’ 2020 State of Email Survey. Emails play the important role of nursing customers along their buying journey, drive retention, …

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How to automate marketing mix modeling with an MMM data feed spreadsheet

We partnered with Supermetrics to bring you this post on how to build an MMM feed automatically in Google Sheets. This can save you enormous time in preparing your marketing mix model, and also lets you continually updated it without going through the data gathering and cleaning exercise again. Read …

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