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. …
Featured Posts
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
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 …
Not All Experiments Are Created Equally: Navigating the hierarchy of evidence
Many marketers have been turning to experiments to help them get a true read on incrementality for their marketing channels. However, it’s important to be aware that there’s a hierarchy of the evidence you get from different types of experiments. Classifying Experiments: The Three Tiers We think about three different …
Not All Experiments Are Created Equally: Navigating the hierarchy of evidence Read More
Recast vs Robyn: Feature Comparison
People often ask us about the differences between Recast’s next-generation MMM platform and Facebook’s open source MMM tool, Robyn. 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 as …
How D2C Brands Can Deal with Multicollinearity in their Marketing Mix Modeling
Multicollinearity is one of the hardest problems in marketing analytics. If you took a statistics course in undergrad, you might have covered it; it describes a phenomenon where two or more variables in a model are correlated. Let’s bring it to marketing to make it more tangible. Imagine we’re trying …
How D2C Brands Can Deal with Multicollinearity in their Marketing Mix Modeling Read More
Understanding the Enigma of Marketing Mix Modeling (MMM) without Tracking
When we talk to people who are new to MMM and tell them there’s no pixel and we don’t track people at all, we basically see their minds explode. The idea of trying to track people as well as possible has become so established that it can be hard to …
Understanding the Enigma of Marketing Mix Modeling (MMM) without Tracking Read More
The Evolution of Privacy: A Timeline of Events Reshaping Identity-Based Tracking and Analytics
To prepare for the future, we must understand the past. This stays true in marketing, and it is particularly appropriate when it comes to digital tracking and analytics. D2C/ecommerce brands have often trusted their attribution and budget allocation decision-making on tracking people across the internet – but that has changed …