Recast Methodology

Recast’s Lift Test Calculator [Download + Video Walkthrough]

Today, we introduce the Lift Test Calculator – an open-sourced tool designed by Antonio Vargas, a senior data scientist at Recast. The Lift Test Calculator was created to address the gap in the way lift tests are conducted and interpreted. Antonio and the Recast team recognized that marketers often ran into issues when trying to …

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Why You Need to Stop Controlling for GDP Growth (and what to do instead)

Your marketing performance doesn’t live in a silo and it’s not independent of external factors. One of those that will impact it is GDP (gross domestic product). But that brings many questions to marketers:  If our marketing is doing well during a period of GDP growth, is it because our marketing is effective or is …

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Why “Brand Effects” are so difficult to measure in MMM

Many people want to know what the long-term effects of their marketing are. The theory is that advertising today may boost brand awareness which might have long-term positive impacts for the business. Often, they want to know how Recast thinks about these long-term impacts. Unfortunately, we believe that it is practically impossible for an econometric …

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