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 Recast Blog
Start Measuring What Matters
We see a lot of media mix modeling RFPs here at Recast. Unfortunately, a lot of them don’t emphasize what we, as practitioners, think is most important – not to us, but to them as a brand. …
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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 …
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 …
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 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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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
High-velocity Marketing Testing
As more marketing teams understand the need to add new measurement methods beyond digital tracking, we expect more and more emphasis on MMM and experiments. Experiments and MMM can be very complimentary – but they have to be done well. One of the challenges with both methods is that they’re …
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 …