“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 […]
Fact and Fiction in Marketing Experimentation Read More »
Influencer marketing is the technique of compensating a celebrity or someone well-known in your industry for promoting your product or service, typically on social media. This can be done through a variety of methods, including sponsored posts, co-creation of content, or featuring a celebrity in your advertisements or on your
How to Measure Influencer Marketing Read More »
YouTube is a powerful advertising platform with over 2 billion active users. However, measuring the effectiveness of YouTube ads can be challenging, especially for large brands with complex marketing mixes. There are a number of different ways to measure YouTube ads, each with its own strengths and weaknesses. In this
How to Measure YouTube Ads Read More »
Affiliates are really hard to measure. Brands that do affiliate marketing will often face these three main challenges: 1 – The realm of affiliate marketing is vast. It ranges from coupon sites to more intricate partnerships, like a strategic collaboration with BuzzFeed. Each offers its own value proposition, and they
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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
Consideration period is not the same thing as advertising effect length Read More »
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
The 4 phases in the marketing measurement journey: Read More »
Podcast advertising is a form of digital advertising that allows companies to place ads in podcasts. This type of advertising can be used to target a specific audience, and it can be an effective way to reach potential customers who are interested in the topics covered in the podcast. Podcast
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TV advertising is the process of promoting a product or service on television, across broadcast, cable, or satellite. This can be done through a variety of methods, including traditional commercials (i.e. the SuperBowl), infomercials, product placement, and sponsorship. Advertising on TV is an important part of the marketing mix, because
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