Recast Blog: Measure What Matters

When Promo Codes Aren’t Enough: Measuring Influencer Campaigns with Marketing Mix Modeling

This post talks about how to do Marketing Mix Modeling when you’re investing heavily in influencer marketing. We teamed up with the Influencer Marketing experts at Modash to outline the scale of the problem and how to fix it. You can read the post in full here: > When Promo Codes Aren’t Enough: Measuring Influencer …

When Promo Codes Aren’t Enough: Measuring Influencer Campaigns with Marketing Mix Modeling Read More »

How Uber Orbit Works

Forecasting isn’t a hobby at Uber, it’s core to their business. Time series models help Uber predict demand so they know where to send their drivers, forecast hardware and computation requirements so their servers don’t go down, and allocate billions of dollars in annual marketing budget, the use case we are most interested in. Marketing …

How Uber Orbit Works Read More »

The brand performance spectrum

One of the biggest misconceptions holding back marketers to day is the myth of the brand–performance marketing dichotomy. Many newer brands go through the same cycle: They build a promising business using performance marketing They see lots of big household-name “classic” brands doing non-performance (aka “brand”) marketing They copy the playbook and start running “brand” …

The brand performance spectrum Read More »

Being Thoughtful About “What’s My Email ROI?” 

For many businesses, email programs are a huge revenue generator. For every $1 marketers spend on email marketing, they receive $36 in return, according to 2,000 marketers who responded to Litmus’ 2020 State of Email Survey. Emails play the important role of nursing customers along their buying journey, drive retention, and cross-sell and up-sell customers …

Being Thoughtful About “What’s My Email ROI?”  Read More »

How to automate marketing mix modeling with an MMM data feed spreadsheet

We partnered with Supermetrics to bring you this post on how to build an MMM feed automatically in Google Sheets. This can save you enormous time in preparing your marketing mix model, and also lets you continually updated it without going through the data gathering and cleaning exercise again. Read the post in full here: …

How to automate marketing mix modeling with an MMM data feed spreadsheet Read More »

Calibrating Your Marketing Mix Model With Post-Purchase Survey Data

In this post we cover a common way to make your marketing mix model work with your other attribution methods: setting Bayesian priors. This is a powerful technique which can be used not just for incorporating survey data, but also any other attribution method you deem reliable. You can read the post in full here: …

Calibrating Your Marketing Mix Model With Post-Purchase Survey Data Read More »

Scroll to Top