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 »
At Recast, our mission is to build the world’s most rigorous Marketing Mix Modeling (MMM) platform. And this starts right from the very beginning – during our configuration process. If you don’t get this right, your model is set to be wrong from the very beginning. Our configuration process is …
How Recast Configures the World’s Most Rigorous MMM: A Step-by-Step Guide Read More »
At Recast, we set out with an ambitious goal: to build the world’s most rigorous Marketing Mix Modeling (MMM) platform. This mission influences everything we do, from the way we allocate resources internally to how we obsess over model validation. At its core, our approach is about scientific rigor, transparency, …
How Recast Is Building the World’s Most Rigorous MMM Platform Read More »
In-housing your Marketing Mix Modeling (MMM) can seem like it gives you more control over your data and insights, but building and maintaining an MMM in-house is far more complex than many organizations anticipate – seriously, we know from personal experience. If you think it’s the right move for your …
7 Things to Look Out for When In-Housing Marketing Mix Modeling (MMM) Read More »
The goal of MMM is not just prediction—it’s understanding causality. When marketers ask how much each channel contributed to sales, they’re asking about the true causal impact of their marketing efforts. But how do you know if your model has actually picked up true causation? This article will cover 3 …
The Importance of Out-of-Sample Goodness of Fit Metrics in Marketing Mix Modeling (MMM) Read More »
Building a Marketing Mix Model (MMM) that actually works and you can trust isn’t easy. A great model can radically change your company – how you forecast, where you allocate your budget, how you think about incrementality…– but a bad one can lead you to make very biased decisions. As …
10 Ways to Build a Bad MMM (Marketing Mix Model) Read More »
In marketing, every forecast comes with some level of uncertainty – whether you’re predicting sales growth, estimating the impact of a new campaign, or adjusting your media mix. There’s no crystal ball and, too often, marketers fall into the trap of treating forecasts as absolute, when in fact, they represent …
“I ran an experiment showing positive lift but didn’t see the results in the bottom line.” Sounds familiar? I think we’ve all had this experience: we set up a nice, clean A/B test to check the value of a feature or a creative. We get the results back: 5% lift, …
The Hidden Pitfall in Marketing Experiments: Understanding Uncertainty Read More »
Does the carry-over effect problem mean you can’t refresh your media mix model more than once a quarter? No. Sadly, I’ve seen a number of “experts” claiming that because marketing effects have long carry-over periods you can’t refresh a media mix model frequently. This is simply wrong and just doesn’t …
Carry-Over Effects: Why They Don’t Limit Media Mix Model Updates Read More »
Is your incrementality testing partner hiding something from you? We’ve seen it too many times: brands come to us very proud of running an incrementality study and they share the results with us and say something like: “Look, we ran an incrementality study and there was a 3% lift and …
The Hidden Truth Behind Incrementality Testing Results Read More »
