“There is nothing so stable as change” – Bob Dylan Why Measure Model Stability? Media mix models (MMMs) need to be actionable for marketers. If an MMM produces wild swings in output every time it receives new information, it indicates that there is something wrong with the model and it …
Last updated: August, 2024 At Recast, we hold strong views about the right way to do Media Mix Modeling (MMM) that can be surprising to teams accustomed to outdated methodologies. Specifically, we believe that in order to be valuable, a Media Mix Model must be: This article explains how these …
The popularity of Marketing Mix Modeling (sometimes known as Media Mix Modeling, or simply MMM) has increased rapidly over the last few years as marketers – reliant on digital-tracking methods like multi-touch attribution – grapple with the implications of a reduced ability to track people across the internet due to …
Shifting from Legacy to Modern Marketing Mix Modeling Read More »
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 a tool like Recast instead of building in-house, many people want to try it themselves before committing to working with a partner. In this post, …
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 …
