Recast Blog: Measure What Matters

Causal Inference: Where does it sit in the hierarchy of evidence?

If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers.  If we’re advertising our ice cream brand in …

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Creative performance drives 47% of sales: why is it missing from most models?

In 2017 Nielson conducted a study of 500 advertising campaigns across all major media platforms: TV, digital, magazines and radio. They found that a remarkable 47% of the campaign’s contribution to sales was attributable to Creative. A further 15% came from Brand, which we can think of as the culmination of past creative efforts. Despite …

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