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 »
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 »
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 …
Monte Carlo Simulations: A Tool for Predictive Analysis and Informed Decision Making Read More »
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 …
Is there a good way to do a test of statistical significance for ROAS? Read More »
In the context of marketing measurement, marketing analysts and marketing scientists use the term “incrementality” to refer to causality. Incrementality is about measuring what actions would not have happened without a specific marketing intervention. For example if I spend money advertising my product, I need to know how many people …
