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As Google phases out third-party cookies, the marketing world is making a big pivot. If the data won’t go to the marketer, the marketer must find a way to go to the data. Privacy regulations like GDPR…
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All Recast Articles
What are Halo Effects and how do they impact MMM?
We live in an omni-channel world, and that has drastically changed the way consumers buy. It’s no longer a linear journey; it’s an intricate web of touch-points across online and offline channels. So it’s no surprise that this interconnectedness means that actions in one channel can ripple across others, sometimes …
Revolutionizing Marketing Measurement: Recast’s Journey to Building Modern Marketing Mix Modeling (MMM)
It is said that the best product ideas come from having to scratch your itch – from facing a big, challenging problem and urgently needing to find a solution for it. Recast has a similar genesis story. I ran the data science and analytics team at Harry’s, known for its …
The Correlation vs Causation Challenge in Marketing Mix Models
The distinction between correlation and causation is a fundamental challenge within MMM, and it has significant implications for the efficacy of your marketing efforts. It is not just about interpreting data correctly; it’s about making sure our budget is not being wasted and misallocated. This article delves deep into why …
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3 Key Indicators That Your Company Might Not Be Ready for MMM
With digital tracking breaking and marketers losing visibility, many are turning to Marketing Mix Modeling (MMM) as an alternative measurement method to multi-touch attribution. And understandably so: it doesn’t rely on tracking people across the Internet, it focuses on finding true incrementality, and it can be very valuable for budget …
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Google is Deprecating Cookies. How will it Impact Marketing Measurement and Marketing Mix Modeling?
For years, third-party cookies have been the backbone of digital tracking, and have enabled advertisers to tailor their strategies based on user behavior across different sites. But things are changing: Google Chrome, used by 63.6 percent of internet users worldwide, has initiated a phase-out of third-party cookies – beginning with …
Integrating Marketing Mix Modeling Into Your Decision-Making Process
What channels drove our revenue last week? What happens if we 2x our spend on Meta? What happens if we pull all our budget on brand search? When will we hit diminishing returns on paid search? What should we project for next quarter? Where should our budget for next year …
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The Tax of Learning from Marketing Experiments
The future of marketing measurement goes through understanding how to use multiple methods in conjunction and not in a silo. Consumer brands that follow this premise know that both lift test and marketing mix modeling have to be part of their toolkit. They’re very complementary, and a good marketing mix …
Integrating Marketing Mix Modeling (MMM) with Multi-Touch Attribution (MTA): A Guide by Recast
Brands looking for 100% clarity in marketing measurement by using just one method won’t find it. Multi-touch attribution won’t give you that. Conversion lift studies won’t give you that. Even marketing mix modeling, which is what we focus on here at Recast, won’t give you that either. There is not …
How Negative Underwear Found Their Measurement Source of Truth
Negative Underwear is a women’s underwear company that believes all women should feel confident and comfortable in their own skin. They offer a wide range of sizes and styles, and they use inclusive marketing campaigns to feature a diverse range of models. The Problem: Attribution with In-Platform Metrics As a …
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How Mockingbird Measures True Incrementality with Recast
Mockingbird empowers parents with premium, well-designed baby gear like their signature Single-to-Double Stroller. With a complex buyer’s journey and an omni-channel media mix, digital-tracking methods like multi-touch attribution failed to capture the full impact that Mockingbird’s marketing efforts had on their business. Mockingbird needed a holistic approach to marketing and …
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