Marketing Mix Modeling

Why Measuring Brand Campaigns with MMM is So Hard – And What You Can Do About It

You spent millions on a brand awareness campaign – great! But now you’re left with a tough question: how do you measure if it worked? Unlike performance marketing, where you can measure ROI in days or weeks, brand campaigns often deliver results over months or even years. And, like every …

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Why Marketers Must Own Their MMM Results, Not Outsource Them Entirely 

1. Introduction This article will sound counterintuitive – Recast is an MMM vendor (within our incrementality system). So why are we saying you should not outsource your model – entirely? Because we’ve heard many stories of blind reliance on external teams which has resulted in misaligned incentives, unchecked errors, and …

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The Rise of Incrementality: What 2024 Taught Us and Our 2025 Predictions  

Two learnings from 2024: it was a great year for incrementality, but MMM took a much bumpier path. First, incrementality became a hot topic last year. Everyone’s talking about running experiments – and that’s amazing. We’re seeing marketing teams build out awesome experimentation roadmaps and learning agendas and sharing those …

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MMM Isn’t Always the Answer: What Early-Stage Brands Should Prioritize First

It will surprise you to hear this from us, but media mix modeling (MMM) is not the right solution for every brand – especially those in the early stages of growth.  We typically identify three key indicators that suggest a brand should hold off on MMM: It’s okay to wait. …

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Why Traditional MMMs Fails to Capture True Holiday Impact (And How to Model it)

“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 …

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Why Every Marketing Mix Model Should Be Treated with Skepticism (Including Recast’s)

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 …

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Why Time-Varying ROIs Are Crucial for Accurate Marketing Mix Models

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), …

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Recast article: How Omnichannel Brands Leverage Marketing Mix Modeling (MMM).

How Omnichannel Brands Leverage Marketing Mix Modeling (MMM)

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 …

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