Airbnb famously turned off their paid media and argued it turned out to be a successful decision. But was it?| Recast
The sharpest marketing teams think in bets, not tests. Here’s how to prioritize for impact, uncertainty, and feasibility.| Recast
Learn the biggest pitfalls in interpreting lift test results—and how to turn experiments into real business insight.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
How can marketing experiments be done quicker and more often? This is what we'll be discussing in this article.| 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
If you’re a business that relies in any way on user-level data to shape your marketing strategy, that’s not much to be hanging on to.| 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
This article clears up common confusion, and discusses six myths, around important incrementality testing concepts.| 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
Combining MMM with Conversion Lift Studies offers a clearer insight into marketing efficiency. But how do they enhance the accuracy of MMM?| Recast
Explore how to build an experimentation mindset, measure the value of tests, and modernize your marketing approach with Recast.| Recast
Explore how integrating geo-testing with MMM transforms marketing accuracy, helping to validate strategies and optimize spend.| Recast
Discover the synergy of lift tests and marketing mix modeling in modern marketing to drive long-term value for your business.| Recast
If there’s one thing everyone knows about statistics, it’s that ‘correlation is not causation’. Ice cream sales and shark attacks both rise in the summer, but one doesn’t cause another. The hot weather gets people both buying ice cream and swimming in the sea in greater numbers. If we’re advertising … Causal Inference: Where does it sit in the hierarchy of evidence? Read More »| Recast
Discover how to measure YouTube Ads effectively - explore various methods to find the right fit for your brand's needs.| Recast
Marketing attribution is a complex topic, and most marketers don't know all the methods available or their strengths and weaknesses.| Recast
Discover how parameter recovery techniques can enhance the accuracy of your statistical models and yield reliable insights.| Recast
Discover essential insights on gathering historical marketing data and navigating data challenges for impactful marketing mix modeling (MMM).| Recast
Explore the limitations of digital tracking in e-commerce marketing and its impact on campaign evaluation and strategic decision-making.| Recast