The Recast Blog

Start Measuring What Matters

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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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

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

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