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
The Four Pillars of Media Measurement
In the marketing world, there are four main ways to measure marketing effectiveness. Tracking, which focuses on telemetry, and has the goal of assigning customers, orders, and even order items, to specific channels that get “credit” for the conversion. Experiments, which involves — you guessed it — running an experiment, …
The Attribution Stack
The Attribution Stack was featured in our post on Reforge: “The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World“ We’re in the media measurement space, so our inboxes and dm’s are full with requests for help navigating the murky world of marketing attribution (especially since iOS14). Every …
Negative ROMI: Lose money to make money
In 2014 McKinsey published a study entitled “Grow Fast or Die Slow”, which examined thousands of software and services companies between 1980 and 2012. As the title suggests, they found that growth trumps everything else as a predictor of long-term success, even Return on Marketing Investment (ROMI). Companies with 60%+ …
Decomp RSSD: Optimizing for Politics
Most people aren’t aware that Facebook (Meta) invented a new ‘accuracy’ metric. Their own documentation calls it a ‘major innovation’ of Robyn, their Marketing Mix Modeling (MMM) library. It’s both genius and controversial. The metric we’re talking about is “Decomp RSSD” and it’s a measure for how much the model …
How Facebook Robyn Works
Facebook (Meta) bet on Marketing Mix Modeling (MMM) to save their ads business, after Apple’s iOS14 update gave users the right to choose if they’ll accept tracking. Because it uses aggregate data, MMM doesn’t need to invade anyone’s privacy to work, so it’s future-proof to any changes in the rules, …
You’re probably modeling seasonality the wrong way
Nearly every business has an annual cycle: seasons where the business waxes or wanes, or specific dates like Cyber Monday, Memorial Day, or Mother’s Day, which see enormous spikes in sales. Imagine you have a business that sells hot wings — when do you think the busiest time of the …
You’re probably modeling seasonality the wrong way Read More
What does “Bayesian” mean and why is it better?
Elon Musk believes we live in a simulation. His argument goes: “If you assume any rate of improvement at all, games will eventually be indistinguishable from reality” — Elon Musk, Founder PayPal, Tesla, SpaceX What are the chances someone beat us to it? With the potential for many simulated realities, …
What is attribution?
At the highest level, marketing attribution is about estimating the relative effectiveness of different advertising channels. While the term is used quite broadly to cover lots of different techniques and tools, the goal is the same: determine which marketing dollars are driving business value and which aren’t. “Half the money …
Introduction to Bayesian Methods for MMM
Introduction Note: this post was developed in partnership with Mike Taylor over at Vexpower where they’re working to educate marketers on how to do effective media mix modeling. This post gets a bit into the weeds, so if you want a more straightforward overview, definitely go check out the companion post over there. Bayesian …
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 we work with have set up an attribution system and have run a few lift tests, and perhaps their data science team has built, or …