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
Setting Realistic Expectations Between Marketing and Finance
One of the hardest things to do is get buy in from the finance team when requesting marketing budgets. This is a time consuming, difficult challenge, and how well you do determines a lot of the future success you’ll find in your role. One of the ways in which this …
Setting Realistic Expectations Between Marketing and Finance Read More
How to make a marketing report that accounts for macro trends
In this post we collaborated with Funnel.io to show how you could use their various ad platform connectors to do linear regression in Google sheets, then showcase the result of that analysis in a chart. The use case depicted was making a report that accounts for macro trends like COVID, …
How to make a marketing report that accounts for macro trends Read More
Marketing Mix Modeling Software: Build vs Buy Calculator
Marketing Mix Modeling (MMM) has been around since the 1960s, where it was used to correlate spikes and dips in sales to marketing activity. There has been a recent resurgence of interest in marketing mix modeling, as consumers increasingly opt out of digital tracking and digital-first brands mature to offline …
Marketing Mix Modeling Software: Build vs Buy Calculator Read More
The Best Marketing Attribution Software For 8 Measurement Methods (2022)
The global marketing attribution software market is set to grow by 14.4% to USD 3.6 billion by 2023. However the industry is in a state of upheaval, as marketers move to more privacy-friendly solutions in the wake of limits to tracking imposed by Apple, the European Union and others. Marketing …
The Best Marketing Attribution Software For 8 Measurement Methods (2022) Read More
The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World
In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a seminal post for anyone looking for guidance on how the analytics landscape has changed, as well as a comprehensive map of what attribution methods are out there. It was well …
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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 a tool like Recast instead of building in-house, many people want to try it themselves before committing to working with a partner. In this post, …
Why MMM is so hard
Marketing mix modeling is hard. Trust us. When we were starting Recast, we thought it’d be easy: we’d use some off-the-shelf Bayesian time-series models and six months later we’d have a top-shelf model. But unfortunately, it didn’t work like that. It took us multiple years of PhD-level research time to …
What is Linear Regression?
Linear regression is one of the most well known and well understood algorithms in statistics and machine learning. Anybody with access to Excel or Google Sheets can use linear regression, but don’t let its simplicity and accessibility fool you – it’s unreasonably effective at solving a long list of common …
Causal Inference: Where does it sit in the hierarchy of evidence?
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising …
Causal Inference: Where does it sit in the hierarchy of evidence? Read More
Creative performance drives 47% of sales: why is it missing from most models?
In 2017 Nielson conducted a study of 500 advertising campaigns across all major media platforms: TV, digital, magazines and radio. They found that a remarkable 47% of the campaign’s contribution to sales was attributable to Creative. A further 15% came from Brand, which we can think of as the culmination …
Creative performance drives 47% of sales: why is it missing from most models? Read More