We live in an omni-channel world, and that has drastically changed the way consumers buy. It’s no longer a linear journey; it’s an intricate web of touch-points across online and offline channels. So it’s no surprise that this interconnectedness means that actions in one channel can ripple across others, sometimes …
What are Halo Effects and how do they impact MMM? Read More »
There are thousands of non-marketing factors that can make an impact on your company’s base sales. Consumer sentiment, GDP growth, inflation, consumer saving rates, interest rates… we could list dozens and dozens of exogenous factors that can change your base sales. But when it comes to marketing mix modeling, we …
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 combining them to get closer to the ground truth. One great example of this we’re seeing gain a lot of traction is integrating geo-testing and marketing mix modeling. Geo-lift tests …
How Geo-Testing Enhances Marketing Mix Modeling Accuracy Read More »
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 …
Why You Need to Stop Controlling for GDP Growth (and what to do instead) Read More »
