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
You cannot double your spend and expect sales to double. Advertising on auction-based platforms exhibits diminishing returns.| Recast
MMM works based on historical data, which you don’t have when launching a new channel. How do you get around this?| Recast
How can marketing experiments be done quicker and more often? This is what we'll be discussing in this article.| Recast
Your marketing performance isn't independent of external factors like GDP (gross domestic product). But that brings with it many questions.| Recast
Explore how Causal Directed Acyclic Graphs (DAGs) improve Marketing Mix Modeling by clarifying causation and preventing bias in analysis.| Recast
How does Google LightweightMMM work? We break down the core features of Google's open-source media mix modeling package.| Recast
Highlighting the importance of transparency & minimizing bias in Marketing Mix Models (MMM) with systematic and unbiased parameter selection.| Recast
Facebook Robyn is a popular Marketing Mix Modeling tool. It's open-source so anyone can see how it works, but we'll explain the statistics.| Recast
How does Uber Orbit work? We break down Orbit's methodology, how long it takes to run and how to action the MMM's output.| 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
Recast's checklist template of important features to consider when evaluating a media mix modeling vendor or building your own MMM in-house.| 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
Facebook invented a new accuracy metric, which has the effect of throwing out models that tell you your budget was wasted!| Recast
This post explores which brands, both large and small, are publicly talking about how they use MMM and the different approaches they take.| Recast
Recast is built to be fully verifiable, update fully automatically (on a weekly cadence) and to be an actionable decision-making platform.| Recast