Marketing Attribution

The 4 phases in the marketing measurement journey:

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 …

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How Marketers Should Think About Attribution at Different Stages of Growth

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 …

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Should You Be Using the GeoLift Library to Run Geo-Testing Lift Tests?

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 …

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Unraveling the Impact of Pull Forward Promotions: Are They Really Incremental?

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 …

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Is Less Really More? The Art and Science of Experimenting with Channel Cuts

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.  …

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Predictive Modeling in Marketing: The What, Why and the How

When it comes to marketing, nobody knows with 100% certainty what will work. Nobody has a crystal ball. Marketers are making assumptions, looking for positive signals. Based on those signals, you either lean in or make adjustments.  Traditional marketing and planning looks like this: run experiments based on a hypothesis, …

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Monte Carlo Simulations: A Tool for Predictive Analysis and Informed Decision Making

Monte Carlo simulations are a powerful tool for doing predictive analysis. By running multiple simulations with different input variables, analysts can gain insight into the likelihood of different outcomes and make more informed decisions. In this blog post, we’ll explore what Monte Carlo simulations are, how they work, and run …

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Is there a good way to do a test of statistical significance for ROAS?

Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought …

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