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
How Marketers Should Think About Attribution at Different Stages of Growth
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. Everything is different: budgets, teams, brand recognition, channels, etc. Both are considering which initiatives are incremental, but how they go about it is an entirely different game. Attribution is not a one-size-fits-all method, and …
How Marketers Should Think About Attribution at Different Stages of Growth Read More
‘How did you hear about us?’ survey and the limitations of current measurement techniques
In the world of website analytics, the concept of “dark social” has emerged as a significant challenge for accurate channel/source reporting. It refers to web traffic that is incorrectly attributed as “direct” in analytics when, in reality, it is driven by social networks and other hidden referral sources. This phenomenon …
‘How did you hear about us?’ survey and the limitations of current measurement techniques Read More
Why You Can’t Trust Google Analytics
Google Analytics has recently gone through significant changes that have sparked concerns among marketers around its bias and validity. As digital tracking continues to break, we need the right models and tools that will help us make the best decisions around budget allocation and, because of that, we need to …
Why You Need to Stop Controlling for GDP Growth (and what to do instead)
Your marketing performance doesn’t live in a silo and it’s not independent of external factors. One of those that will impact it is GDP (gross domestic product). But that brings many questions to marketers: If our marketing is doing well during a period of GDP growth, is it because our …
Why You Need to Stop Controlling for GDP Growth (and what to do instead) Read More
Should You Be Using the GeoLift Library to Run Geo-Testing Lift Tests?
With privacy concerns on the rise and digital tracking becoming less reliable, marketers need advanced tools to measure the impact of their campaigns. Geo-testing has become an alternative used by many brands (often in conjunction with MMM) since it uses aggregate data and doesn’t depend on following people across the …
Should You Be Using the GeoLift Library to Run Geo-Testing Lift Tests? Read More
How to fix heteroskedasticity in your Marketing Mix Model
Disclaimer: This blog post was written by an external contributor about detecting and addressing heteroskedasticity in marketing mix models. The approach laid out in this document is not reflective of how Recast approaches heteroskedasticity and model validation. The actual model specification can be found in the technical model specification. Heteroskedasticity …
How to fix heteroskedasticity in your Marketing Mix Model Read More
Who is talking about using MMM?
Brands have been using models to understand the effectiveness of their marketing activities since the ‘Golden Era’ of advertising in the 1960s. However, as our history of Econometrics details, the dawn of the internet era and digital marketing in the early 2000s moved Marketing Mix Modeling (MMM) out of the …
Adventures in Brand Health Modelling
Any consultant or analyst has projects which they regard as great successes, and will gladly talk about at length, maybe even writing case studies about them. But they will also have projects which went less well, and this is often where the best lessons are to be found. One of …
Diminishing Returns: Accounting for Channel Saturation
Disclaimer: This blog post was written by an external contributor about diminishing returns in advertising spend. The approach laid out in this document is not reflective of how Recast approaches saturation and diminishing returns. The actual model specification can be found in the technical model specification. You cannot double spend …
Diminishing Returns: Accounting for Channel Saturation Read More
Validation Through Testing
Marketing Mix Modeling (MMM) is hard. The core difficulty is that MMM is trying to solve a causal inference problem where there is no ground truth to compare the model results with. There is no ground truth source that can tell us what the true incrementality of TV is as …