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 …
Granger causality isn’t real causality. Here’s what it actually measures. Read More »
“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 …
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 …
Why Measuring Brand Campaigns with MMM is So Hard – And What You Can Do About It 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 …
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 …
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 …
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 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 …
The Brand-Direct Response Spectrum: Why All Marketing Should Be Performance Marketing 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 …
