Discover 10 common mistakes in Marketing Mix Modeling (MMM), from mis-using R-squared to ignoring seasonality.| Recast
At Recast we believe that in order for our customers to get value out of Recast, the model needs to be correct. Here's how we validate it.| Recast
If you’re seeing that MTA is less and less effective, and you have your eyes on MMM, here's what you need to know.| 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