“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 …
Setting the scene Marketers have been given an impossible task. They are being asked to grow the business in the face of a shifting landscape and terrifying amounts of uncertainty. CEOs and CFOs want certainty and an inexorable march of growth, but they don’t give marketing teams the tools and …
Introduction: How to Build an Incrementality System Read More »
If your executive and finance team has become addicted to only looking at the last-touch attribution report in Google Analytics, this can be a real problem. It’s critical to help them understand the nuances of solid marketing measurement beyond just last-touch reporting. We’ve seen it too many times: If the …
How to Help Your Finance Team Understand the Value of Incrementality Read More »
It will surprise you to hear this from us, but media mix modeling (MMM) is not the right solution for every brand – especially those in the early stages of growth. We typically identify three key indicators that suggest a brand should hold off on MMM: It’s okay to wait. …
MMM Isn’t Always the Answer: What Early-Stage Brands Should Prioritize First Read More »
“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 …
