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
The Four Pillars of Media Measurement 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 »
With digital tracking breaking, consumer brands that relied on multi-touch attribution are now looking for alternatives to measure marketing effectiveness. The two methods that comply with privacy regulations and can help get closer to true incrementality are marketing mix modeling (MMM) and conversion lift studies (CSL). Quick context on both:
How do lift tests fit in with MMM 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 »
Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the marketers who, after running a sale, go on Twitter to celebrate their “biggest day ever.” But was it the right thing for the business? It’s important to have a much
Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental? Read More »
With privacy concerns on the rise and digital tracking becoming less reliable, marketers need advanced tools to measure the impact of their campaigns. Geo-testing has become an alternative used by many brands (often in conjunction with MMM) since it uses aggregate data and doesn’t depend on following people across the
Should You Be Using the GeoLift Library to Run Geo-Testing Lift Tests? Read More »
Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it? While Airbnb’s decision to turn off paid media may have resulted in some cost savings, it’s important to consider the potential long-term effects on its customer acquisition and brand equity.
Is Less Really More? The Art and Science of Experimenting with Channel Cuts Read More »
Disclaimer: This blog post was written by an external contributor about applications of predictive modeling in marketing. The approach laid out in this document is not reflective of how Recast approaches predictive modeling. The actual model specification can be found in the technical model specification. When it comes to marketing,
Predictive Modeling in Marketing: The What, Why and the How Read More »
