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
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
How to reduce bias in your marketing mix modeling (MMM) with better parameter settings
Marketing Mix Models (MMM) are very complex, and the choice of the parameters your data scientists choose can really influence the results you will get. If the model allows for your analyst to guess, check, and set parameters until things look right to them, there’s a high chance the end …
How to reduce bias in your marketing mix modeling (MMM) with better parameter settings Read More
What Data is Needed for Marketing Mix Modeling (MMM)?
MMM is hard enough — but it’s just impossible if you don’t have the right data. Getting good, clean, and ideally automated data is critical to run a really good model because, without it, your model will take so much longer to set up and train – and it won’t …
What Data is Needed for Marketing Mix Modeling (MMM)? Read More
How to use MMM for planning and forecasting
Marketers hate planning season. It can often feel like an impossible task: you’re being asked to predict the future in an industry where consumer sentiment (not to mention channel performance) can change suddenly and where multi-touch attribution tools (MTA) can’t be used for reliable predictions. Over the last few years …
How is Recast so Fast?
People who have been around the world of marketing mix modeling (MMM) for a while are often shocked that Recast is designed to be refreshed on a weekly cadence. “How are you able to do in a week what it takes many other vendors months to do?” they might ask. …
How Recast handles “lower funnel” channels
It’s a question as old as Adwords: is my branded search spend truly incremental? Branded search ads are those that are attached to brand-name keywords, like “Tide” instead of “detergent”. Ads that show when someone searches for a brand name tend to (at least seem to) perform very well, but …
Upcoming Privacy Changes by iOS 17 and its Impacts on Tracking
Every marketer whispers “here we go again” to themselves every time a new iOS update from Apple is announced. And it makes sense – iOS14 completely changed the way brands run paid social, and iOS 15 made us question open rates. With increased privacy regulations, marketers who rely on digital …
Upcoming Privacy Changes by iOS 17 and its Impacts on Tracking Read More
The Flaws of Digital Tracking
With the rise of e-commerce over the last 15 years many brands came to rely on digital tracking methodologies (sometimes called “attribution” or “MTA” models) in order to measure the effectiveness of their marketing campaigns. While this form of measurement is incredibly valuable in some situations, it has many limitations …
10 Common Mistakes MMM Consultants Make:
MMM is hard – we totally get that, but there are common mistakes made by consultants in the MMM space that need addressing. Here’s 10 of them: 1 – Focusing on the in-sample R-squared metric for MMM models. The standard definition of R-squared is “the amount of variation in the …
How to Measure YouTube Ads
YouTube is a powerful advertising platform with over 2 billion active users. However, measuring the effectiveness of YouTube ads can be challenging, especially for large brands with complex marketing mixes. There are a number of different ways to measure YouTube ads, each with its own strengths and weaknesses. In this …