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
Vanity metrics vs actionable metrics: Quantifying quality
Any metric that doesn’t have a strong causal link with sales outcomes is a vanity metric. For example while Clickthrough Rate (CTR) is often correlated with conversions (you can’t convert unless you’ve clicked on an ad), there are scenarios where ads with lower CTRs actually have better Conversion Rates (CVR). …
Vanity metrics vs actionable metrics: Quantifying quality Read More
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 needs to give valid, actionable inferences that our customers can use to drive bottom-line improvements in their business. In order to get to a correct …
Why “Brand Effects” are so difficult to measure in MMM
Many people want to know what the long-term effects of their marketing are. The theory is that advertising today may boost brand awareness which might have long-term positive impacts for the business. Often, they want to know how Recast thinks about these long-term impacts. Unfortunately, we believe that it is …
Why “Brand Effects” are so difficult to measure in MMM Read More
Marketing Mix Modelling for Scenario Planning
Scenario planning or demand forecasting decides everything an enterprise does. Right from quantities of raw material sourced to the inventory that needs to be stocked, through to shipping, packaging, hiring, and all the way down to purchasing office supplies — everything is dependent on accurate forecasting and scenario planning. Forecasting …
You’re losing more traffic to ad blockers than you probably realize
As the use of ad blockers continues to grow, ad buyers are losing visibility on the effectiveness of their marketing spend. What happens if their rise in popularity continues at the same rate and if they keep getting integrated into mainstream browsers, i.e. Safari ITP, Brave? In this article, we …
You’re losing more traffic to ad blockers than you probably realize Read More
The right way to cross-validate your Marketing Mix Model
You’ve spent countless hours building a marketing mix model with the goal of reallocating millions of dollars in marketing spend. How can you be sure that your model is not completely misguided? What can you do to build trust so you can have a reasonable level of confidence in the …
The right way to cross-validate your Marketing Mix Model Read More
The History of Econometrics in Marketing
Marketers are often very focused on the future as their jobs rely on anticipating and meeting the needs of consumers in a rapidly changing market environment. However, to understand the future, it is crucial to look to the past. This post will focus on understanding the history of econometrics to …
“Impressions” are misleading in marketing mix modeling
At Recast we always use spend — never impressions — to represent channel activity in our marketing mix model. We do not care how many gross ratings points (GRPs) your TV vendor claims to have delivered or how many impressions Facebook says you got on your ad. We don’t care …
“Impressions” are misleading in marketing mix modeling Read More
The Problem with Modeled Conversions
We’ve been seeing more and more advertising platforms promote some form of “modeled incrementality” estimates and often marketers aren’t sure exactly what that means. In this blog post we’ll lay out the different methods making the rounds and discuss some of their limitations. The main approaches we’ve seen for “always …
Lift analysis for taking back the credit SEO is stealing from your campaigns
I once ran a new PR campaign for a website that I knew did not have any previous backlinks. The next day, we received 8 times the usual website traffic from SEO. We attributed the spike in traffic to the press coverage. What made that attribution so easy, ironically, was …
Lift analysis for taking back the credit SEO is stealing from your campaigns Read More