Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes … Brand Incrementality Testing in Practice Read More »| Recast
Much has been written about iOS14, but far less ink has been spilled on the iOS15 software update and its impact on emails.| 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
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
Most blog readers don't convert on their first visit, so we've utilized GA in specific ways to measure lead generation and conversion rates from content.| Grow and Convert
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