Upper funnel channels like Meta Prospecting drive direct sales when someone sees an ad then buys something. Every marketer knows this. But they also create assisted sales through channels like Brand Search. How does that work? Upper funnel activity often increases query volume for a brand, which increases the ability […]
Research Update: Brand Search Drivers Read More »
TLDR: When Michael K and I started Recast, fitting an MMM was often a multi-day commitment. We’d leave our computers humming, come back the next morning, and often find that the model broke somehow and that we had to start all over again. We’ve come a long way since then,
Bayesian models need not be slow (and we took that personally) Read More »
Recast’s research team developed a proprietary method that accounts for a paid media channel’s changing footprint in your MMM. It corrects a blind spot that leads standard models to mistake a growing addressable market for a saturating market. Say you run paid search in 30% of the country, then expand
New Research: Channel Footprint Scaling Read More »
Many people’s instincts when building a marketing mix model is to include as many control variables as possible. This often seems intuitively correct since many people are taught that “more controls is better” when they learn about regression analysis, but unfortunately the approach is often wrong, and in this article
More Controls Isn’t Always Better: Choosing the Right Ones for Your Business Read More »
In this article: By the end, you’ll have a deep and practical understanding of counterfactuals, including how to build and evaluate them for your own marketing tests. All the code and sample data behind the forecasting and propensity-score-matching examples in this guide are available on GitHub so you can run
Counterfactuals: A Practitioner’s Guide Read More »
If you’ve ever worked in marketing you’ll hear the word “incrementality” constantly. Incrementality doesn’t care about someone who happened to see your Facebook banner ad before converting. It cares about people who converted because they saw your Facebook banner ad. It is a causal question: is marketing causing conversions? And
Deep-Dive: Synthetic Controls Read More »
Get started with Recast MCP now We just shipped two new ways to use Recast inside the AI assistants your team already works with. Add our plugin to Claude in a single click, or connect over MCP from ChatGPT, Codex, or anywhere else. Either way, it’s the Recast engine itself
Recast MCP is Here Read More »
Many platforms ship two products under the same banner: an app your team clicks through and an API that feels like it was built by different people for different objectives. Moving between them (figuring out which endpoint maps to the screen in front of you, what the payload should look
Recast API Buttons: Your app & API are now the same thing Read More »
We just shipped multichannel impact tests – a new way to incorporate evidence from experiments where multiple channels moved at once into your marketing mix model. Often, a team will run an incrementality test that simultaneously increases the budget on two paid media channels (like testing both YouTube and TV
New in Recast: Multichannel Impact Tests Read More »
We’re continuing to ship APIs at Recast. A few weeks ago we shipped programmatic access to our Planning and Optimization tools, and today we’re going further by opening up the Insights tab. It’s the homepage of Recast, where teams dig into channel performance, period comparisons, model diagnostics, and much more.
New in Recast: Insights API is Here Read More »
