One of the first things people generally want to know about Recast is how it compares with their other media measurement systems. Generally, the clients we work with have set up an attribution system and have run a few lift tests, and perhaps their data science team has built, or …
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 »
At Recast, we often speak with practitioners who are trying to build their own MMM in-house. While we think there are great reasons to use a tool like Recast instead of building in-house, many people want to try it themselves before committing to working with a partner. In this post, …
At Recast we generally recommend using spend — not impressions — to represent channel activity in a marketing mix model. This isn’t a technical limitation of the model itself, but rather reflects our beliefs about the critical limitations of “impressions” metrics that modelers should be aware of. This recommendation is …
At Recast we believe that in order for our customers to get value out of Recast, the model needs to be correct. That is, it needs to give valid, actionable inferences that our customers can use to drive bottom-line improvements in their business. In order to get to a correct …
It’s a question as old as Adwords: is my branded search spend truly incremental? Branded search ads are those that are attached to brand-name keywords, like “Tide” instead of “detergent”. Ads that show when someone searches for a brand name tend to (at least seem to) perform very well, but …
People who have been around the world of marketing mix modeling (MMM) for a while are often shocked that Recast is designed to be refreshed on a weekly cadence. “How are you able to do in a week what it takes many other vendors months to do?” they might ask. …
Marketing Mix Models (MMM) are very complex, and the choice of the parameters your data scientists choose can really influence the results you will get. If the model allows for your analyst to guess, check, and set parameters until things look right to them, there’s a high chance the end …
How to reduce bias in your marketing mix modeling (MMM) with better parameter settings Read More »
