Designing incrementality experiments can be tricky for businesses that have substantial amounts of natural or induced seasonality in their business. Big events like black friday or cyber monday discounts can be make-or-break for certain businesses and so it can be critical to understand the incrementality of advertising during this time […]
Designing Incrementality Experiments During the Holidays Read More »
It’s tempting to evaluate a channel by its average ROI. If you spend $100,000 on Facebook and the model says that spend drove an additional $200,000 in revenue, that 2× return looks great. But average ROI is a backward‑looking measure. It tells you how the last $100,000 performed — not
Average vs marginal ROI in MMM: when to use each (and why both matter for your budget) Read More »
How do you make sure your model doesn’t spit out negative ROIs on channels that are clearly working? Or attribute three times more revenue than your business actually drove? Or collapse when two correlated channels move together? These are the kinds of problems priors are meant to help solve. Priors
What Are Priors in MMM – And Why They’re Difficult to Get Right (But You Need To) Read More »
Many businesses face tough challenges when it comes to measuring marketing incrementality because the nature of their product implies conversions that happen at multiple stages. Marketing activity drives new users or customers to the first stage, and then some proportion of those customers “convert” into a subsequent stage. This may
Product Update: Multi-Stage Models Read More »
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 »
