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
Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it?| Recast
Explore the replication crisis, P-value pitfalls, and their impact on Marketing Mix Modeling. Learn best practices for reliable analysis.| Recast
When it comes to marketing, nobody knows with 100% certainty what will work. Nobody has a crystal ball. Or do they?| Recast
Why controlling for too many macro variables in MMM can backfire—and how to model external shocks the right way.| Recast
One of the top challenges you might be facing working on TOFU channels is showing the ROI (Return on Investment) of your work. Here's why:| Recast
Business environments are messy; people with different responsibilities need to work together on decisions quickly and without perfect information. That means that sometimes the statistically perfect approach isn’t the best one; faster or less-risky methods that are just good enough can work better than a fully reliable approach that takes … Brand Incrementality Testing in Practice Read More »| 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
Explore why good priors are critical for Bayesian MMM accuracy, how they shape insights, and Recast’s rigorous process for setting them.| Recast
Coca-Cola does not think about attribution the same way an early-stage D2C brand thinks about it. How should you?| Recast
Highlighting the importance of transparency & minimizing bias in Marketing Mix Models (MMM) with systematic and unbiased parameter selection.| 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
Measurement of influencer marketing is a challenge. In this article, we explore the ways in which you can most closely measure it.| Recast