Marketing Mix Modeling

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 »

How Uber Orbit Works

Forecasting isn’t a hobby at Uber, it’s core to their business. Time series models help Uber predict demand so they know where to send their drivers, forecast hardware and computation requirements so their servers don’t go down, and allocate billions of dollars in annual marketing budget, the use case we are most interested in. Marketing …

How Uber Orbit Works Read More »

Why Recast Doesn’t Control for COVID

Occasionally, prospective customers react with shock when we tell them that we don’t “control for the COVID pandemic”. “The pandemic really impacted our business, so how can your model be accurate if you don’t control for Covid?” they ask. The answer is simple: Recast models changes in the macro-environment, but doesn’t control for them. This …

Why Recast Doesn’t Control for COVID Read More »

Being Thoughtful About “What’s My Email ROI?” 

For many businesses, email programs are a huge revenue generator. For every $1 marketers spend on email marketing, they receive $36 in return, according to 2,000 marketers who responded to Litmus’ 2020 State of Email Survey. Emails play the important role of nursing customers along their buying journey, drive retention, and cross-sell and up-sell customers …

Being Thoughtful About “What’s My Email ROI?”  Read More »