Facebook (Meta) bet on Marketing Mix Modeling (MMM) to save their ads business, after Apple’s iOS14 update gave users the right to choose if they’ll accept tracking. Because it uses aggregate data, MMM doesn’t need to invade anyone’s privacy to work, so it’s future-proof to any changes in the rules, […]
How Facebook Robyn Works Read More »
Disclaimer: This blog post was written by an external contributor about Google’s open source marketing mix modeling tool LightweightMMM. The approach laid out in this document is not reflective of how Recast approaches marketing mix modeling. The actual model specification can be found in the technical model specification. After Apple’s
How Google LightweightMMM Works Read More »
When we talk to consumer brands about MMM, the concerns about its capabilities are sometimes slightly outdated. MMM has historical roots that trace back to the ‘Golden Era’ of the 1960s when big CPG companies pioneered the use of models to evaluate the impact of their ad campaigns. This methodology
Traditional MMM vs Modern MMM Read More »
Marketers are often very focused on the future as their jobs rely on anticipating and meeting the needs of consumers in a rapidly changing market environment. However, to understand the future, it is crucial to look to the past. This post will focus on understanding the history of econometrics to
The History of Econometrics in Marketing Read More »
Disclaimer: This blog post was written by an external contributor about Uber’s open-source Orbit library for time series forecasting and its applications to marketing mix modeling. The approach laid out in this document is not reflective of how Recast approaches time series forecasting and modeling time-varying effects. The actual model
How Uber Orbit Works Read More »
