Turn your MMM into a forward-looking decision engine, not a backward-looking report card. Here’s how to make it actionable.| 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
Learn the difference between average ROI and marginal ROI in media mix modeling (and why both are so important to consider).| Recast
In this article, we discuss what are the pull forward and pull backward effects and how these can help you run more ROI-positive sales.| Recast
How three Recast model performance metrics are calculated, including Median Holdout Accuracy and Marketing Dollars Saved.| Recast
The core problem of MMM is not running a model and simply getting results, it is actually validating that those results are correct.| Recast
How does Google LightweightMMM work? We break down the core features of Google's open-source media mix modeling package.| 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
You're probably modeling seasonality the wrong way. Controlling for seasonality means underspending at peak times. Learn what to do instead.| Recast
Discover how parameter recovery techniques can enhance the accuracy of your statistical models and yield reliable insights.| Recast
Discover how to overcome challenges in adopting marketing mix modeling and leverage its insights to drive better marketing decisions and ROI.| Recast