Marketing Mix Modeling

How confounding variables and company silos can ruin your analysis

You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? Statistical mistakes could de-optimize your marketing spend. It will seem very “scientific” while you are doing it. You will feel very good about it until senior management notices the drop in sales – and subjects you to extreme scrutiny.  One way …

How confounding variables and company silos can ruin your analysis Read More »

MMM Template

We made this template because honestly it’s a lot of work to do MMM manually if you don’t have the benefit of reusable code or software, and yet nothing beats the humble spreadsheet for developing an intuition for how these things work. We made it free because too many people we know were getting ripped …

MMM Template Read More »

Measuring the Long Term Effects of Brand with MMM

Brand vs. Performance marketing has been a growing battle online since digital advertising grew to be the dominant share of ad spend. Our belief at Recast is that it’s not Brand versus Performance, but that it’s more of a Brand-Performance spectrum, with some channels and campaigns having a longer term effect, and others getting quicker …

Measuring the Long Term Effects of Brand with MMM Read More »

Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it)

If you’re in the marketing world, you’re probably familiar with marketing mix modeling (MMM), one of the attribution methods popularized since Apple limited tracking in iOS14. MMM is a statistical technique that helps marketers allocate resources across different channels based on past performance. However MMM works based on historical data, which you don’t have when …

Why Marketing Mix Modeling doesn’t work for new channels (and how to fix it) Read More »

How much data do you need for your Marketing Mix Model?

One commonly asked question from clients just getting started with Marketing Mix Modeling (MMM), is how much data they need to build a model. It’s a particularly important question in B2B, where there isn’t always the volume that large scale consumer brands enjoy. In theory there’s no ‘right’ answer to this question, because like most …

How much data do you need for your Marketing Mix Model? Read More »

Scroll to Top