One of the biggest misconceptions holding back marketers to day is the myth of the brand–performance marketing dichotomy. Many newer brands go through the same cycle: They build a promising business using performance marketing They see lots of big household-name “classic” brands doing non-performance (aka “brand”) marketing They copy the playbook and start running “brand” …
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, I’ll lay out the check-list …
Marketing mix modeling is hard. Trust us. When we were starting Recast, we thought it’d be easy: we’d use some off-the-shelf Bayesian time-series models and six months later we’d have a top-shelf model. But unfortunately, it didn’t work like that. It took us multiple years of PhD-level research time to get to a model that …
The Attribution Stack was featured in our post on Reforge: “The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World“ We’re in the media measurement space, so our inboxes and dm’s are full with requests for help navigating the murky world of marketing attribution (especially since iOS14). Every vendor promises a ‘single source …
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 year would be? Football season …
You’re probably modeling seasonality the wrong way Read More »
Marketing Measurement with Recast 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 their …
With the rise of e-commerce, online advertising, and the ability for companies to perform fine-grained digital attribution at the customer level, media-mix modeling has fallen in popularity and many marketers of the newest generation are not familiar with this very important tool for optimizing a marketing program. In this blog post I’ll review the history …
