Marketing Mix Modeling

Should you set a non-marketing baseline in your marketing mix modeling for exogenous factors?

There are thousands of non-marketing factors that can make an impact on your company’s base sales. Consumer sentiment, GDP growth, inflation, consumer saving rates, interest rates… we could list dozens and dozens of exogenous factors that can change your base sales. But when it comes to marketing mix modeling, we …

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Does marketing mix modeling (MMM) work for multi-channel, multi-market campaigns?

Is it possible to have a multi-channel, multi-market campaign and still get actionable insight from your media mix modeling on channel efficacy? Or does a brand have to temper go-to-market speed + aggressiveness to best set the table for long-term insight? Our co-founder Michael just got this great question last …

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What are Halo Effects and how do they impact MMM?

We live in an omni-channel world, and that has drastically changed the way consumers buy. It’s no longer a linear journey; it’s an intricate web of touch-points across online and offline channels.  So it’s no surprise that this interconnectedness means that actions in one channel can ripple across others, sometimes …

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Revolutionizing Marketing Measurement: Recast’s Journey to Building Modern Marketing Mix Modeling (MMM)

It is said that the best product ideas come from having to scratch your itch – from facing a big, challenging problem and urgently needing to find a solution for it.  Recast has a similar genesis story. I ran the data science and analytics team at Harry’s, known for its …

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The Correlation vs Causation Challenge in Marketing Mix Models

The distinction between correlation and causation is a fundamental challenge within MMM, and it has significant implications for the efficacy of your marketing efforts. It is not just about interpreting data correctly; it’s about making sure our budget is not being wasted and misallocated. This article delves deep into why …

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3 Key Indicators That Your Company Might Not Be Ready for MMM

With digital tracking breaking and marketers losing visibility, many are turning to Marketing Mix Modeling (MMM) as an alternative measurement method to multi-touch attribution.  And understandably so: it doesn’t rely on tracking people across the Internet, it focuses on finding true incrementality, and it can be very valuable for budget …

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Google is Deprecating Cookies. How will it Impact Marketing Measurement and Marketing Mix Modeling?

For years, third-party cookies have been the backbone of digital tracking, and have enabled advertisers to tailor their strategies based on user behavior across different sites.  But things are changing: Google Chrome, used by 63.6 percent of internet users worldwide, has initiated a phase-out of third-party cookies – beginning with …

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