Upper funnel channels like Meta Prospecting drive direct sales when someone sees an ad then buys something. Every marketer knows this. But they also create assisted sales through channels like Brand Search. How does that work? Upper funnel activity often increases query volume for a brand, which increases the ability […]
Research Update: Brand Search Drivers Read More »
TLDR: When Michael K and I started Recast, fitting an MMM was often a multi-day commitment. We’d leave our computers humming, come back the next morning, and often find that the model broke somehow and that we had to start all over again. We’ve come a long way since then,
Bayesian models need not be slow (and we took that personally) Read More »
“Incrementality testing” is extremely hot right now. And while I am personally extremely enthusiastic about this type of experimentation and I am very glad to see that more organizations are running more experiments, I see a lot of confusion around important concepts regarding these types of experiments that I think
Fact and Fiction in Marketing Experimentation Read More »
Garbage in, garbage out. If a media mix model has any chance of working, the model has to be fitted on high-quality, accurate data. Keep in mind: marketing mix models are holistic models operating at an aggregate level, not at an individual channel level. What that means is that if
Automated Data Quality Checks at Recast Read More »
Many businesses face tough challenges when it comes to measuring marketing incrementality because the nature of their product implies conversions that happen at multiple stages. Marketing activity drives new users or customers to the first stage, and then some proportion of those customers “convert” into a subsequent stage. This may
Product Update: Multi-Stage Models Read More »
“There is nothing so stable as change” – Bob Dylan Why Measure Model Stability? Media mix models (MMMs) need to be actionable for marketers. If an MMM produces wild swings in output every time it receives new information, it indicates that there is something wrong with the model and it
Recast Validation: Model Stability Read More »
Last updated: August, 2024 At Recast, we hold strong views about the right way to do Media Mix Modeling (MMM) that can be surprising to teams accustomed to outdated methodologies. Specifically, we believe that in order to be valuable, a Media Mix Model must be: This article explains how these
The Recast Philosophy Read More »
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
Recast vs Robyn: Feature Comparison Read More »
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
The case against using impressions in MMM Read More »
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
Recast Model Validation Process Read More »
