“What impact did our Black Friday promo really have on revenue?” It’s one of the most common questions we hear from our clients, and it’s why we built one of our favorite features at Recast: Spike Modeling. Traditionally, MMMs have tried to capture the effects of holiday sales using dummy …
Why Traditional MMMs Fails to Capture True Holiday Impact (And How to Model it) Read More »
In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact of their marketing efforts. The modern customer journey spans multiple touchpoints — a consumer might browse for a product category online, see a TV ad, get driven to an owned/D2C …
How Omnichannel Brands Leverage Marketing Mix Modeling (MMM) Read More »
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. Everything is different: budgets, teams, brand recognition, channels, etc. Both are considering which initiatives are incremental, but how they go about it is an entirely different game. Attribution is not a one-size-fits-all method, and …
How Marketers Should Think About Attribution at Different Stages of Growth Read More »
With digital tracking breaking and privacy concerns on the rise, more consumer brands are looking for alternatives to multi-touch attribution. While MTA is still the standard measurement method, especially in the early growth stages, marketing mix modeling is quickly growing in usage across top brands because it only needs aggregate …
If you want your company to start using MMM, you’ll have to get buy-in from your finance and your executive team, but it’s always hard to change the status quo within an organization. This can be a real problem – especially if your executive and finance team is currently only …
Brands looking for 100% clarity in marketing measurement by using just one method won’t find it. Multi-touch attribution won’t give you that. Conversion lift studies won’t give you that. Even marketing mix modeling, which is what we focus on here at Recast, won’t give you that either. There is not …
We live in an omni-channel world, and that has drastically changed the way consumers buy. It’s no longer a linear journey; it’s an intricate web of touch-points across online and offline channels. So it’s no surprise that this interconnectedness means that actions in one channel can ripple across others, sometimes …
What are Halo Effects and how do they impact MMM? Read More »
In the marketing world, there are four main ways to measure marketing effectiveness. Each of these approaches have their strengths and weaknesses, and all have their place in a modern measurement system. Below, we take on each of them in turn, and then summarize how we think they should fit …
As Google phases out third-party cookies, the marketing world is making a big pivot. If the data won’t go to the marketer, the marketer must find a way to go to the data. Privacy regulations like GDPR and CCPA mean we’ve got to get smarter about how we track, target, …
Why First-Party Data is Crucial in a Post-Cookie World Read More »
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 »
