Marketing Mix Modeling

The 3 Hurdles of Estimating a Bayesian MMM: Saturation, Divergences, and Multimodality

By / Marketing Mix Modeling

At Recast, we’ve built our media mix modeling (MMM) platform based on Bayesian methodology because we believe it provides the most powerful and flexible way to understand marketing performance. It lets us incorporate prior knowledge, account for uncertainty, and generate forward-looking predictions – which is what you need from your …

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Optimize Your Marketing Mix Modeling with the Ideal Data Window

By / Marketing Mix Modeling

One of the most critical factors in building an accurate media mix model comes down to choosing the optimal historical window that it will digest. Too little data, and you risk missing important historical trends. Too much data and you introduce outdated information that no longer reflects current marketing performance. …

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

By / How to Measure Anything, Marketing Mix Modeling

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 

By / Marketing Mix Modeling

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  

By / Marketing Mix Modeling

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

By / Marketing Attribution, Marketing Mix Modeling

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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