Marketing Mix Modeling (MMM) has been around since the 1960s, where it was used to correlate spikes and dips in sales to marketing activity. There has been a recent resurgence of interest in marketing mix modeling, as consumers increasingly opt out of digital tracking and digital-first brands mature to offline … Marketing Mix Modeling Software: Build vs Buy Calculator Read More »| Recast
How Recast incorporates experiments Experiments (or Lift Tests) are a great way to improve your MMM by incorporating extra information. Experiments...| docs.getrecast.com
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
Explore overfitting in Media Mix Modeling: Learn risks, misleading metrics, and out-of-sample validation for accurate model assessment.| 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