“What impact did our Black Friday promo really have on revenue?” It’s one of the most common questions we hear from our clients, and it’s why we built one of our favorite features at Recast: Spike Modeling. Traditionally, MMMs have tried to capture the effects of holiday sales using dummy …
Why Traditional MMMs Fails to Capture True Holiday Impact (And How to Model it) Read More »
Our customers trust us to make $100M budget allocation decisions. We take that very seriously. Decisions will be made. Money will be won or lost. And we cannot guarantee that we’ll always be right. That is simply not possible in our world. No MMM can – and if they say …
Why Every Marketing Mix Model Should Be Treated with Skepticism (Including Recast’s) Read More »
Any MMM that doesn’t account for time-varying ROIs is fundamentally flawed. It’s that simple. Ask any marketer, and they’ll tell you the same thing: marketing performance changes constantly. The truth is, everything about marketing is dynamic: If your MMM assumes that marketing ROI is static (as most open-source tools do), …
Why Time-Varying ROIs Are Crucial for Accurate Marketing Mix Models Read More »
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 …
