Learn how Gaussian Processes model time series data using covariance matrices and kernel functions with practical examples.| Recast
Marketing Mix Modeling’s main goal is to find the incremental return of every marketing investment, but how can you validate your model?| Recast
The Search Advertising Market has been valued at 178 Billion in 2021 and is expected to grow at an 8.5% Compounded Annual Growth Rate from 2021 to 2018. Search is an important part of the Marketing Mix for most companies. One of the drivers of Search Advertising’s rise is its … Are you wasting money on Branded Paid Search? Read More »| 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 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
Discover the 5 key features of a great marketing mix model: causality, transparency, validation, stability, and actionable insights.| Recast
You can boost revenue by scientifically optimizing your marketing spend. What could go wrong? It turns out that many things can.| Recast
Since iOS14, marketers have been scrambling for a new attribution method, and Geo Testing shows promise. Unfortunately it has serious flaws.| Recast
Someone posed the following query in a marketing measurement slack I’m in: At first, this question seemed really easy. Hubristically, I replied “just use a t-test for difference in means.” However, it turns out that the analysis isn’t quite so straightforward (which I realized after a few minutes of thought … Is there a good way to do a test of statistical significance for ROAS? Read More »| Recast
Discover the key challenges of in-housing Marketing Mix Modeling. Understand the risks before building your own MMM.| 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