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
At Recast I have the privilege and challenge of introducing advanced statistical concepts to people who have a strong desire to be more data driven, but who do not have much of a background in formal statistics. While word has gotten out that “statistical significance” isn’t all it’s cracked up … Why R-squared is worse than useless Read More »| 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
Have you ever heard someone use the word "Bayesian", and wondered what that meant, and why it was better? You're in the right place.| Recast
Measurement of influencer marketing is a challenge. In this article, we explore the ways in which you can most closely measure it.| Recast
Recast’s MMM employs Bayesian statistics. Discover why Bayesian approaches are transforming marketing attribution for top brands.| Recast