In this post we cover the attribution stack, and how it relates to the impact of iOS14. This is a seminal post for anyone looking for guidance on how the analytics landscape has changed, as well as a comprehensive map of what attribution methods are out there. It was well …
The Attribution Stack: How to Make Budget Decisions in a Post-iOS14 World Read More »
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. Everything is different: budgets, teams, brand recognition, channels, etc. Both are considering which initiatives are incremental, but how they go about it is an entirely different game. Attribution is not a one-size-fits-all method, and …
How Marketers Should Think About Attribution at Different Stages of Growth Read More »
With digital tracking breaking and privacy concerns on the rise, more consumer brands are looking for alternatives to multi-touch attribution. While MTA is still the standard measurement method, especially in the early growth stages, marketing mix modeling is quickly growing in usage across top brands because it only needs aggregate …
There are three main ways that consumer brands measure marketing effectiveness: digital tracking (MTA), marketing mix modeling (MMM), and testing/conversion lift studies (CLS). For the last few years, we’ve lived in a world where most consumer brands didn’t have to think too much about this – they got away with …
Top consumer brands don’t pick one measurement method: they triangulate. Read More »
Marketers are in a tough spot when it comes to measurement: iOS14 made everyone conservative about tracking, performance marketers are nervous to test less measurable channels, and all their attribution methods disagree, with no single source of truth. If there’s one thing we want to achieve at Recast is to …
The 4 phases in the marketing measurement journey: Read More »
