Every few years, a new media channel rises and leaves marketers wondering how it fits in their current channel mix, how to test it, and how to measure it. Think about TikTok in its early days – few brands had spent on the platform, and there was no historical data …
In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C …
How Omnichannel Brands Leverage Marketing Mix Modeling (MMM) Read More »
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. There are 3 elements that should be on every MMM RFP: Each element …
What should be in your Marketing Mix Modeling (MMM) Request For Proposal (RFP)? Read More »
One of the biggest challenges in marketing mix modeling that we don’t see get talked about enough is how to get marketers to actually use the results from the MMM. Believe it or not, it’s not uncommon for companies to do MMM, get some valuable insights, and be unable or …
How to Get Marketers to Actually Use the Insights from your MMM Read More »
