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Discover the synergy of lift tests and marketing mix modeling in modern marketing to drive long-term value for your business.| Recast
Recast's checklist template of important features to consider when evaluating a media mix modeling vendor or building your own MMM in-house.| Recast
Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought … Is there a good way to do a test of statistical significance for ROAS? Read More »| Recast
Bayesian MarketingMix Modeling The privacy-friendly modeling technique from the 1960s being modernized and automated by Google, Facebook, and Recast. Marketing Mix Modeling (MMM) has been around since the 1960s, used by CPG brands to help them allocate their marketing budgets across different marketing channels. Bayesian statistics have been around far … Bayesian Marketing Mix Modeling Read More »| Recast