How can marketers track what cannot be tracked? The ‘dark funnel’ is one of the main challenges we all face when it comes to attribution.| Recast
This article recaps the key events that have changed how brands think about tracking and analytics, and the implications this comes with.| Recast
Is brand search incremental for your brand or not? This can be a question worth from tens of thousands, up to millions of dollars.| Recast
At Recast I have the privilege and challenge of introducing advanced statistical concepts to people who have a strong desire to be more data driven, but who do not have much of a background in formal statistics. While word has gotten out that “statistical significance” isn’t all it’s cracked up … Why R-squared is worse than useless Read More »| Recast
There are three main ways that consumer brands measure marketing effectiveness. Here's why you should use all three of them together.| 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