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 »
Is it possible to have a multi-channel, multi-market campaign and still get actionable insight from your media mix modeling on channel efficacy? Or does a brand have to temper go-to-market speed + aggressiveness to best set the table for long-term insight? Our co-founder Michael just got this great question last …
Does marketing mix modeling (MMM) work for multi-channel, multi-market campaigns? Read More »
For years, third-party cookies have been the backbone of digital tracking, and have enabled advertisers to tailor their strategies based on user behavior across different sites. But things are changing: Google Chrome, used by 63.6 percent of internet users worldwide, has initiated a phase-out of third-party cookies – beginning with …
TikTok’s new Attribution Analytics was just launched in September 2023 and it is meant to be a significant advancement in measurement solutions for media buyers – but is it? According to TikTok’s team, traditional last-click models were failing to capture the full range of conversions driven by the platform. …
Is TikTok’s New Attribution Analytics Measurement Tool a Game-Changer for Marketers? 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 »
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: …
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 »
