The Recast Blog

Start Measuring What Matters

One of the ever-present problems with marketing mix modeling is that you always have to choose some start date. And since you always need to choose a start date, there’s always some period before the …

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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

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 …

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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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How to do holdout accuracy and backtesting for your MMM (and why it matters)

You don’t just want an MMM model. You want a model that can be trusted.  But since MMM models are really powerful, they can also be subject to overfitting.  So, how can we build confidence in the model and the recommendations we’re making to the marketing team?  The answer: backtesting …

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Why is validation challenging in MMM? What are the different ways to validate?

“How do we know if the model is right?” That’s one of the most important questions in MMM.  Most MMM models are black boxes, but business decisions can’t be based on faith alone. How do you distinguish credible results from vendor promises? How do you actually know if you’ve built …

Why is validation challenging in MMM? What are the different ways to validate? Read More

9 Questions to Ask Your MMM Vendor (or Internal Marketing Science Team)

Introducing Media Mix Modeling (MMM) into your organization is a decision that requires careful consideration and due diligence. MMM is hard, and it’s worse to do it badly than to not do it at all.  If you’re starting to consider how to do MMM, you might be thinking about whether …

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MMM 101: How to pitch your finance and executive team on Media Mix Modeling and Incrementality (Template)

If you want your company to start using MMM, you’ll have to get buy-in from your finance and your executive team, but it’s always hard to change the status quo within an organization.  This can be a real problem – especially if your executive and finance team is currently only …

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Is TikTok’s New Attribution Analytics Measurement Tool a Game-Changer for Marketers?

TikTok’s new Attribution Analytics was just launched in September 2023 and it is meant to be   a significant advancement in measurement solutions for media buyers – but is it? According to TikTok’s team, traditional last-click models were failing to capture the full range of conversions driven by the platform. …

Is TikTok’s New Attribution Analytics Measurement Tool a Game-Changer for Marketers? Read More