Google recently announced the launch of their new open-source MMM software called Meridian. We break down both its features and limitations.| Recast
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
Explore the replication crisis, P-value pitfalls, and their impact on Marketing Mix Modeling. Learn best practices for reliable analysis.| 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
Combining MMM with Conversion Lift Studies offers a clearer insight into marketing efficiency. But how do they enhance the accuracy of MMM?| Recast
You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? It turns out that many things can.| 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
Recast's checklist template of important features to consider when evaluating a media mix modeling vendor or building your own MMM in-house.| Recast
Facebook invented a new accuracy metric, which has the effect of throwing out models that tell you your budget was wasted!| Recast
Bayesian methods for Marketing Mix Modeling (MMM) have been growing in popularity. In this article, we discuss the core advantages of using Bayesian methods.| Recast
You're probably modeling seasonality the wrong way. Controlling for seasonality means underspending at peak times. Learn what to do instead.| Recast
Recast’s MMM employs Bayesian statistics. Discover why Bayesian approaches are transforming marketing attribution for top brands.| Recast