Introduction The macro-economy in the US is tough right now. Inflation is up (driven in large part by insane gas prices) and although consumer spending remains high, many are nervous about how consumers will respond to having an ever-larger chunk of their monthly budget eaten up by fuel costs. Many … Marketing in Times of Uncertainty Read More »| Recast
Learn why stable MMMs can still be wrong and how to build robust models that adapt to real changes while resisting noise in your data.| Recast
Google recently announced the launch of their new open-source MMM software called Meridian. We break down both its features and limitations.| Recast
Guide execs beyond last-touch—learn why incrementality matters and how to drive data-driven marketing decisions.| Recast
MMM works based on historical data, which you don’t have when launching a new channel. How do you get around this?| Recast
Ad platforms use their attribution models to tell you which campaigns contributed to conversions (leads, sales, subscriptions or whatever is most important to your business). The way they measure attributed conversions is an opinion based on the data available to the platforms. It’s subject to limitations (for example, conversions need … Attribution is opinion, canonical conversions are fact Read More »| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| 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
How to communicate uncertainty in MMM clearly and confidently - without losing executive trust or momentum.| Recast
Explore how Google Analytics is letting marketers down based on recent changes, their implications, and alternative solutions.| Recast
Lots of advertising platforms promote some form of “modeled incrementality” estimates and we need to discuss these and their limitations.| Recast
Explore the impact of Google's cookie phase-out on marketing measurement and the rise of privacy-focused Marketing Mix Modeling (MMM).| Recast
Internal metrics won't prove your MMM works. Learn how to validate models with real tests before making million-dollar budget decisions.| Recast
In this article, we will explore the concept of data clean rooms and their effectiveness in solving the attribution problem.| 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
Is brand search incremental for your brand or not? This can be a question worth from tens of thousands, up to millions of dollars.| Recast
Learn how to pitch MMM and Incrementality to your finance and executive teams with our practical template guide.| Recast
Discover the top 9 questions to ask MMM vendors or your marketing science team to ensure effective media mix modeling.| Recast
Discover the 5 key features of a great marketing mix model: causality, transparency, validation, stability, and actionable insights.| 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
Discover the synergy of lift tests and marketing mix modeling in modern marketing to drive long-term value for your business.| 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
Marketing mix modeling is hard. Trust us. When we were starting Recast, we thought it’d be easy: we’d use some off-the-shelf Bayesian time-series models and six months later we’d have a top-shelf model. But unfortunately, it didn’t work like that. It took us multiple years of PhD-level research time to … Why MMM is so hard Read More »| Recast