Learn why internal validation metrics mislead when judging MMMs and how to validate models with real-world testing.| Recast
You cannot double your spend and expect sales to double. Advertising on auction-based platforms exhibits diminishing returns.| Recast
Learn how Gaussian Processes model time series data using covariance matrices and kernel functions with practical examples.| 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
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
Marketing mix modeling is hard. Trust us. When we were starting Recast, we thought it’d be easy: we’d use some off-the-shelf Bayesian time-series models and six months later we’d have a top-shelf model. But unfortunately, it didn’t work like that. It took us multiple years of PhD-level research time to … Why MMM is so hard Read More »| Recast