Media Mix Modeling Academy
Everything you need to know on your media measurement journey, all in one place.
Explore articles on incrementality, building an MMM, model validation, vendor selection, operationalizing MMM, and more.
- 1) MMM and Incrementality
- 2) Building an Attribution Stack
- 3) Navigating the MMM Landscape
- 4) Building a Media Mix Model
- 5) Validating a Media Mix Model
- 6) MMM in Your Company
- 7) MMM at Recast
- Appendix: How to Measure Anything
The popularity of Marketing Mix Modeling (sometimes known as Media Mix Modeling, or simply MMM) has increased rapidly over the…
In the marketing world, there are four main ways to measure marketing effectiveness. Each of these approaches have their strengths…
When we talk to folks who are new to Media Mix Modeling (MMM) and tell them there’s no pixel or…
In the context of marketing measurement, marketing analysts and marketing scientists use the term “incrementality” to refer to causality. Incrementality…
Introduction Note: this post was developed in partnership with Mike Taylor over at Vexpower where they’re working to educate marketers on how…
In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a…
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. Everything is different: budgets,…
With digital tracking breaking and privacy concerns on the rise, more consumer brands are looking for alternatives to multi-touch attribution. …
There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion…
Marketers are in a tough spot when it comes to measurement: iOS14 made everyone conservative about tracking, performance marketers are…
Facebook (Meta) bet on Marketing Mix Modeling (MMM) to save their ads business, after Apple’s iOS14 update gave users the…
Disclaimer: This blog post was written by an external contributor about Google’s open source marketing mix modeling tool LightweightMMM. The…
MMM is hard – we totally get that, but there are common mistakes made by consultants in the MMM space…
Introducing Media Mix Modeling (MMM) into your organization is a decision that requires careful consideration and due diligence. MMM is…
When we talk to consumer brands about MMM, the concerns about its capabilities are sometimes slightly outdated. MMM has historical…
Marketers are often very focused on the future as their jobs rely on anticipating and meeting the needs of consumers…
Disclaimer: This blog post was written by an external contributor about Uber’s open-source Orbit library for time series forecasting and…
Nearly every business has an annual cycle: seasons where the business waxes or wanes, or specific dates like Cyber Monday,…
At Recast, we often speak with practitioners who are trying to build their own MMM in-house. While we think there…
One of the core problems to solve when doing marketing mix modeling (MMM) is handling how the results from a…
You cannot double spend and expect sales to double. Advertising on auction-based platforms like Meta or Google exhibits diminishing returns,…
Disclaimer: This blog post was written by an external contributor about detecting and addressing heteroskedasticity in marketing mix models. The…
Multicollinearity is one of the hardest problems in marketing analytics. If you took a statistics course in undergrad, you might…
MMM is hard enough — but it’s just impossible if you don’t have the right data. Getting good, clean, and…
Marketing Mix Models (MMM) are very complex, and the choice of the parameters your data scientists choose can really influence…
The distinction between correlation and causation is a fundamental challenge within MMM, and it has significant implications for the efficacy…
We live in an omni-channel world, and that has drastically changed the way consumers buy. It’s no longer a linear…
There are thousands of non-marketing factors that can make an impact on your company’s base sales. Consumer sentiment, GDP growth,…
One of the ever-present problems with marketing mix modeling is that you always have to choose some start date. And since you always need to choose a start date, there’s always some period before the start date that’s impacting your results. Here's how Recast handles these carry-over effects.
Now that digital tracking is breaking and brands are using alternative measurement methods, we will see much more “triangulation” and…
Your marketing performance doesn’t live in a silo and it’s not independent of external factors. One of those that will…
Marketing Mix Modeling’s main goal is to find the incremental return of every marketing investment – how many sales did…
“How do we know if the model is right?” That’s one of the most important questions in MMM. Most MMM…
You don’t just want an MMM model. You want a model that can be trusted. But since MMM models are…
Marketing Mix Modeling (MMM) is hard. The core difficulty is that MMM is trying to solve a causal inference problem…
In today’s rapidly evolving retail environment, it can be a real challenge for omnichannel brands to measure the incremental impact…
Disclaimer: This blog post was written by an external contributor about approaches for measuring new marketing channels with marketing mix…
Scenario planning or demand forecasting decides everything an enterprise does. Right from quantities of raw material sourced to the inventory…
Most small e-commerce brands probably don’t need anything more complicated than digital tracking tools for measuring marketing performance. But when…
Marketers hate planning season. It can often feel like an impossible task: you’re being asked to predict the future in…
If you want your company to start using MMM, you’ll have to get buy-in from your finance and your executive…
Brands looking for 100% clarity in marketing measurement by using just one method won’t find it. Multi-touch attribution won’t give…
With digital tracking breaking and marketers losing visibility, many are turning to Marketing Mix Modeling (MMM) as an alternative measurement…
What channels drove our revenue last week? What happens if we 2x our spend on Meta? What happens if we…
One of the hardest things to do is get buy in from the finance team when requesting marketing budgets. This…
“There is nothing so stable as change” – Bob Dylan Why Measure Model Stability? Media mix models (MMMs) need to…
Last updated: August, 2024 At Recast, we hold strong views about the right way to do Media Mix Modeling (MMM)…
People often ask us about the differences between Recast’s next-generation MMM platform and Facebook’s open source MMM tool, Robyn. In…
At Recast we generally recommend using spend — not impressions — to represent channel activity in a marketing mix model.…
At Recast we believe that in order for our customers to get value out of Recast, the model needs to…
It’s a question as old as Adwords: is my branded search spend truly incremental? Branded search ads are those that…
People who have been around the world of marketing mix modeling (MMM) for a while are often shocked that Recast…
It is said that the best product ideas come from having to scratch your itch – from facing a big,…
If you’re considering working with a marketing mix modeling vendor, you’ve probably heard of Google’s open-source MMM tool, Lightweight MMM,…
People often ask us about the differences between Recast’s next-generation MMM platform and Google’s open source MMM tool, Lightweight MMM.…
The central modeling challenge for an MMM is the following: given any set of marketing inputs (budget decisions, promotion dates,…
For many businesses, email programs are a huge revenue generator. For every $1 marketers spend on email marketing, they receive…
Influencer marketing is the technique of compensating a celebrity or someone well-known in your industry for promoting your product or…
Knowing whether brand search is incremental for your brand or not is often a question worth tens of thousands, hundreds…
In the world of website analytics, the concept of “dark social” has emerged as a significant challenge for accurate channel/source…
YouTube is a powerful advertising platform with over 2 billion active users. However, measuring the effectiveness of YouTube ads can…
Affiliates are really hard to measure. Brands that do affiliate marketing will often face these three main challenges: 1 –…
Sales and promotions are a tricky concept and many ecommerce brands struggle to measure them correctly. We’ve all seen the…
Podcast advertising is a form of digital advertising that allows companies to place ads in podcasts. This type of advertising…
TV advertising is the process of promoting a product or service on television, across broadcast, cable, or satellite. This can…
This post talks about how to do Marketing Mix Modeling when you’re investing heavily in influencer marketing. We teamed up…
At Recast, we generally believe that most brands should be running more experiments, including geographic lift tests. However, we think…
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