Top consumer brands don’t pick one measurement method: they triangulate.

There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion lift studies (CLS). For the last few years, we’ve lived in a world where most consumer brands didn’t have to think too much about this – they got away with using multi-touch attribution, and it …

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The 4 phases in the marketing measurement journey:

Marketers are in a tough spot when it comes to measurement: iOS14 made everyone conservative about tracking, performance marketers are nervous to test less measurable channels, and all their attribution methods disagree, with no single source of truth. If there’s one thing we want to achieve at Recast is to get marketers at modern consumer …

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How and when to upgrade from MTA to MMM

With digital tracking breaking and privacy concerns on the rise, more consumer brands are looking for alternatives to multi-touch attribution.  While MTA is still the standard measurement method, especially in the early growth stages, marketing mix modeling is quickly growing in usage across top brands because it only needs aggregate data and therefore doesn’t have …

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Not All Experiments Are Created Equally: Navigating the hierarchy of evidence

Many marketers have been turning to experiments to help them get a true read on incrementality for their marketing channels. However, it’s important to be aware that there’s a hierarchy of the evidence you get from different types of experiments. Classifying Experiments: The Three Tiers We think about three different types of experiments: Individual-Level Randomized …

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How D2C Brands Can Deal with Multicollinearity in their Marketing Mix Modeling

Multicollinearity is one of the hardest problems in marketing analytics. If you took a statistics course in undergrad, you might have covered it; it describes a phenomenon where two or more variables in a model are correlated. Let’s bring it to marketing to make it more tangible. Imagine we’re trying to analyze the impact of …

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