How to Measure Anything

How to Actually Measure Influencer Marketing (Even When the Data’s Messy)

By / How to Measure Anything

According to CreatorIQ’s “State of Creator Marketing: Trends and Trajectory 2024-2025” report – which surveyed 457 marketing decision-makers at brands – measuring program success has become the #1 challenge in influencer marketing. And it makes sense: influencer data is messy – scattered timelines, unclear impressions, unpredictable performance. It doesn’t behave […]

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Granger causality isn’t real causality. Here’s what it actually measures.

By / How to Measure Anything

Every marketer wants to know what’s working. But in the world of time series analysis, one of the most misleading tools gets used the most: Granger causality. It sounds like a test for cause and effect – but it’s not. This article unpacks what Granger causality actually measures, why it’s

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Why Measuring Brand Campaigns with MMM is So Hard – And What You Can Do About It

By / How to Measure Anything, Marketing Mix Modeling

You spent millions on a brand awareness campaign – great! But now you’re left with a tough question: how do you measure if it worked? Unlike performance marketing, where you can measure ROI in days or weeks, brand campaigns often deliver results over months or even years. And, like every

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Consideration period is not the same thing as advertising effect length

By / How to Measure Anything, Marketing Attribution

In the context of marketing analytics in general and marketing mix modeling in particular I often encounter confusion about the difference between the length of a consideration period for a purchase and the length of time we expect an advertisement to have an impact. These concepts are very similar, but

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The Brand-Direct Response Spectrum: Why All Marketing Should Be Performance Marketing

By / How to Measure Anything, Marketing Attribution

Marketers often talk about the brand-performance spectrum, but we look at this differently at Recast. We believe that all marketing should be performance marketing – every dollar you’re putting out to the world and every marketing activity should have a goal and a way to measure its impact. That doesn’t

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The 4 phases in the marketing measurement journey:

By / How to Measure Anything, Marketing Attribution, Marketing Mix Modeling

Marketers are in a tough spot when it comes to measurement: iOS14 made everyone conservative about tracking, performance marketers are nervous to test less measurable channels, and all their attribution methods disagree, with no single source of truth. If there’s one thing we want to achieve at Recast is to

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