Statistical modeling is hard. There are millions of ways for the model to go wrong and only one way for it to go right. How do we know if the model we’re using is appropriate for the question we’re trying to answer? How do we validate it if the ground …
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Last updated: March 11, 2024 Google’s Meridian MMM platform was just announced last week and is currently in closed beta and so here at Recast we have not had access to the actual modeling package. As we get more updates on the package (including access to source code) we will …
People often ask us about the differences between Recast’s next-generation MMM platform and Google’s open source MMM tool, Lightweight MMM. In this blog post we do a compare-and-contrast between these tools – we’re obviously biased but will do our best to lay out the pros and cons of each tool …
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 …
Does marketing mix modeling (MMM) work for multi-channel, multi-market campaigns? Read More »
What channels drove our revenue last week? What happens if we 2x our spend on Meta? What happens if we pull all our budget on brand search? When will we hit diminishing returns on paid search? What should we project for next quarter? Where should our budget for next year …
Integrating Marketing Mix Modeling Into Your Decision-Making Process Read More »
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 …
The future of marketing measurement goes through understanding how to use multiple methods in conjunction and not in a silo. Consumer brands that follow this premise know that both lift test and marketing mix modeling have to be part of their toolkit. They’re very complementary, and a good marketing mix …
As more marketing teams understand the need to add new measurement methods beyond digital tracking, we expect more and more emphasis on MMM and experiments. Experiments and MMM can be very complimentary – but they have to be done well. One of the challenges with both methods is that they’re …
When we talk to consumer brands about MMM, the concerns about its capabilities are sometimes slightly outdated. MMM has historical roots that trace back to the ‘Golden Era’ of the 1960s when big CPG companies pioneered the use of models to evaluate the impact of their ad campaigns. This methodology …
With digital tracking breaking, consumer brands that relied on multi-touch attribution are now looking for alternatives to measure marketing effectiveness. The two methods that comply with privacy regulations and can help get closer to true incrementality are marketing mix modeling (MMM) and conversion lift studies (CSL). Quick context on both: …
