There’s a lot of confusion from marketers about the right way to use lift tests or incrementality experiments to calibrate the results of a media mix model (MMM). We see questions like: You need to be thoughtful when incorporating information from incrementality experiments into an MMM, so in this post …
Most marketers want to test everything. But you don’t have unlimited budget, time, or team capacity. So you need to be ruthless about what actually gets tested. That means knowing where a test will generate the most value — not just statistically, but strategically. Here’s how we help the best …
How to Prioritize Experiments When You Can’t Run Them All Read More »
Model transparency and accountability are foundational to our work at Recast. We openly publish model performance metrics to customers and use them internally to assess and improve the quality of Recast’s media mix models. Three of these metrics – Median Holdout Accuracy, Marketing Dollars Saved Using Recast, and Average Annual …
Media mix modeling (MMM) isn’t theoretically hard to do, but it’s really hard to do well. Every step of building an MMM is a potential place for it to break, inject bias, and can lead to inaccurate results. One of these “steps” we find that is often not discussed enough …
Why Model Configuration Makes or Breaks Your MMM Read More »
At Recast, our mission is to build the world’s most rigorous Marketing Mix Modeling (MMM) platform. And this starts right from the very beginning – during our configuration process. If you don’t get this right, your model is set to be wrong from the very beginning. Our configuration process is …
How Recast Configures the World’s Most Rigorous MMM: A Step-by-Step Guide Read More »
At Recast, we set out with an ambitious goal: to build the world’s most rigorous Marketing Mix Modeling (MMM) platform. This mission influences everything we do, from the way we allocate resources internally to how we obsess over model validation. At its core, our approach is about scientific rigor, transparency, …
How Recast Is Building the World’s Most Rigorous MMM Platform Read More »
Last updated: August, 2024 At Recast, we hold strong views about the right way to do Media Mix Modeling (MMM) that can be surprising to teams accustomed to outdated methodologies. Specifically, we believe that in order to be valuable, a Media Mix Model must be: This article explains how these …
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, …
People often ask us about the differences between Recast’s next-generation MMM platform and Facebook’s open source MMM tool, Robyn. 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 as …
Nearly every business has an annual cycle: seasons where the business waxes or wanes, or specific dates like Cyber Monday, Memorial Day, or Mother’s Day, which see enormous spikes in sales. Imagine you have a business that sells hot wings — when do you think the busiest time of the …
You’re probably modeling seasonality the wrong way Read More »
