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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…
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Why isn’t everyone Bayesian?
Recast’s MMM uses Bayesian statistics, but why doesn’t everyone else? We asked this to Recast’s co-founder Michael Kaminsky, and the rest of this article covers what he answered: “When I started my career as an econometrician, I was pretty comfortable with the frequentist methods that people who did a technical …
3 Methods To Validate Your Marketing Mix Modeling for True Incrementality
Marketing Mix Modeling’s main goal is to find the incremental return of every marketing investment – how many sales did each channel drive that we wouldn’t have gotten otherwise? If you can find true incrementality, you can use it to optimize your budgets, get the right channel mix, and get …
3 Methods To Validate Your Marketing Mix Modeling for True Incrementality Read More
Recast’s Lift Test Calculator [Download + Video Walkthrough]
Today, we introduce the Lift Test Calculator – an open-sourced tool designed by Antonio Vargas, a senior data scientist at Recast. The Lift Test Calculator was created to address the gap in the way lift tests are conducted and interpreted. Antonio and the Recast team recognized that marketers often ran …
Recast’s Lift Test Calculator [Download + Video Walkthrough] Read More
How we do holdout testing at Recast
The central modeling challenge for an MMM is the following: given any set of marketing inputs (budget decisions, promotion dates, new product launches, etc.) to be able to accurately predict what our customer’s performance will be. But, how do we judge our model’s ability to meet this challenge? How do …
Recast vs Lightweight MMM
People often ask us about the differences between Recast’s next-generation MMM platform and Google’s open source MMM tool, Lightweight MMM. In this blog post we do a compare-and-contrast between these tools – we’re obviously biased but will do our best to lay out the pros and cons of each tool …
Why should we refresh our MMM every week?
Quite often we encounter people who have been working with legacy MMM vendors for 15+ years who are shocked when we tell them that Recast is designed to refresh the MMM model every week. While some people see the obvious value in always having the most up-to-date data to work …
Top consumer brands don’t pick one measurement method: they triangulate.
There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion lift studies (CLS). For the last few years, we’ve lived in a world where most consumer brands didn’t have to think too much about this – they got away with …
Top consumer brands don’t pick one measurement method: they triangulate. Read More
The 4 phases in the marketing measurement journey:
Marketers are in a tough spot when it comes to measurement: iOS14 made everyone conservative about tracking, performance marketers are nervous to test less measurable channels, and all their attribution methods disagree, with no single source of truth. If there’s one thing we want to achieve at Recast is to …
The 4 phases in the marketing measurement journey: Read More
How and when to upgrade from MTA to MMM
With digital tracking breaking and privacy concerns on the rise, more consumer brands are looking for alternatives to multi-touch attribution. While MTA is still the standard measurement method, especially in the early growth stages, marketing mix modeling is quickly growing in usage across top brands because it only needs aggregate …
How to Test the Incrementality of New Channels
Brand new channels can be very difficult to measure out of the gate, so it’s important to be thoughtful about your goals and your measurement strategy. Many brands want to slowly scale up a channel as they learn how it works. This is a practical approach, but it makes measuring …