How to Measure Anything

Fact and Fiction in Marketing Experimentation

“Incrementality testing” is extremely hot right now. And while I am personally extremely enthusiastic about this type of experimentation and I am very glad to see that more organizations are running more experiments, I see a lot of confusion around important concepts regarding these types of experiments that I think …

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

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

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

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:

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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