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
Is Recast Just a Regression?
MMM is about Causation not just Correlation At the highest level, the idea behind MMM is to look at the correlation between marketing activity on one side and business results (revenue, new customers, leads, etc.) on the other. However, we don’t just want correlation. We want to actually estimate causation, …
Do Data Clean Rooms Really Solve the Attribution Problem?
With digital tracking breaking since iOS14, the death of the cookie, and new privacy laws like GDPR and CPRA, media buyers seem to be scrambling for any way to better target their audience and to accurately measure their campaign’s impact. Data clean rooms have been proposed as a solution to …
Do Data Clean Rooms Really Solve the Attribution Problem? Read More
Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental?
Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the marketers who, after running a sale, go on Twitter to celebrate their “biggest day ever.” But was it the right thing for the business? It’s important to have a much …
Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental? Read More
The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI?
Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds of thousands, or millions of dollars. It directly impacts your overall marketing strategy and your budget allocation. The answer to that question is often brand-specific and we can’t tell you …
The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI? Read More
Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM
How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution. Over the past decade, marketers have relied on digital tracking and following consumers across their entire buying journey. However, there were “blind spots” where you’d …
Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM Read More
Halo effect: measuring the impact between different marketing channels
Disclaimer: This blog post was written by an external contributor about halo effects and cross-channel measurement using linear regression. The approach laid out in this document is not reflective of how Recast approaches cross-channel measurement and halo effects. The actual model specification can be found in the technical model specification. …
Halo effect: measuring the impact between different marketing channels Read More
MER is a Road to Ruin
As a former agency owner, I know first-hand the importance of measuring marketing performance accurately. In the world of Direct-to-Consumer (DTC) marketing, the gurus you follow on Twitter will tell you that the Marketing Efficiency Ratio (MER) is the overriding measure of success. However if you blindly follow their advice, …
Is Less Really More? The Art and Science of Experimenting with Channel Cuts
Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it? While Airbnb’s decision to turn off paid media may have resulted in some cost savings, it’s important to consider the potential long-term effects on its customer acquisition and brand equity. …
Is Less Really More? The Art and Science of Experimenting with Channel Cuts Read More
How to Measure Influencer Marketing
Influencer marketing is the technique of compensating a celebrity or someone well-known in your industry for promoting your product or service, typically on social media. This can be done through a variety of methods, including sponsored posts, co-creation of content, or featuring a celebrity in your advertisements or on your …
The incrementality test that got my boss’s boss fired
Early on in my career, I learned a valuable lesson in incrementality that I’ll never forget. Ever since I had this experience, I carefully avoided making the mistake of trusting an advertising platform’s reporting without independently verifying the sales they claim wouldn’t have happened anyway. Hopefully you can learn from …
The incrementality test that got my boss’s boss fired Read More