The Recast Blog

Start Measuring What Matters

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…

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

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 …

What are Halo Effects and how do they impact MMM? Read More

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 …

Revolutionizing Marketing Measurement: Recast’s Journey to Building Modern Marketing Mix Modeling (MMM) Read More

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 …

The Correlation vs Causation Challenge in Marketing Mix Models Read More

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 …

3 Key Indicators That Your Company Might Not Be Ready for MMM Read More

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 …

Google is Deprecating Cookies. How will it Impact Marketing Measurement and Marketing Mix Modeling? Read More

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 …

Integrating Marketing Mix Modeling (MMM) with Multi-Touch Attribution (MTA): A Guide by Recast Read More

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 …

How Mockingbird Measures True Incrementality with Recast Read More