Shining a Light on the Dark Funnel: Overcoming Attribution Challenges with MMM - Recast
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
6.1.1 Waiting for life| mixtape.scunning.com
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
What is incrementality? It's about measuring what actions would not have happened without a specific intervention. For example if you spend money advertising a product, you need to know how many people bought that product because of the ad.| 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
A core problem to solve when doing MMM is handling how the results from a previous period carry over into the next period. Let's explore it.| Recast
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising … Causal Inference: Where does it sit in the hierarchy of evidence? 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
Marketing attribution is a complex topic, and most marketers don't know all the methods available or their strengths and weaknesses.| Recast
