NEW YORK, NY — Getting clarity on advertisers’ return on investment remains the main challenge in media measurement, even as speed and precision become increasingly important in an environment where global advertising spend approaches $1 trillion with 75% allocated to digital channels, noted Cara Pratt, president of Retail & Media at Circana. “If marketers aren’t [...]| Beet.TV
You have probably seen R-squared everywhere. It is one of the most widely taught and commonly cited metrics in statistics. It’s taught in every introductory stats course. It’s included by default in nearly all statistical software packages. Run a regression, and R-squared is going to be the metric they base … Is R-squared the Right Metric to Judge your MMM? Read More » The post Is R-squared the Right Metric to Judge your MMM? appeared first on Recast.| Recast
Let’s say you spent millions last quarter on a brand campaign. Where does that show up in your MMM? Everyone wants a clean causal brand measurement chain: “we spent $1M on TV → awareness increased → revenue went up.” It’s absolutely not that simple. There are 3 main challenges for … Long-Term Effects in MMM: What You Can (and Can’t) Really Measure Read More » The post Long-Term Effects in MMM: What You Can (and Can’t) Really Measure appeared first on Recast.| Recast
Turn your MMM into a forward-looking decision engine, not a backward-looking report card. Here’s how to make it actionable.| Recast
Through countless conversations in the media mix modeling space, we’ve seen the same misconceptions hold models back again and again. It’s not that we “disagree” with them philosophically – it’s that they’re ideas that we’ve seen collapse under real-world data and scrutiny. In this article, we’ll break down the four … The Biggest Media Mix Modeling (MMM) Myths – And How Recast Challenges Them Read More » The post The Biggest Media Mix Modeling (MMM) Myths – And How Re...| Recast
Learn how Gaussian Processes model time series data using covariance matrices and kernel functions with practical examples.| Recast
The post How to Determine the Incrementality of Your App Conversions appeared first on Kochava.| Kochava
Why controlling for too many macro variables in MMM can backfire—and how to model external shocks the right way.| Recast
Discover the top Marketing Mix Modeling (MMM) tools in 2025. Compare features, pricing, and capabilities for data-driven, privacy-safe marketing decisions.| Lifesight
MMMs are holistic models operating at an aggregate level. That means if any of the data isn't correct, it puts the whole model in jeopardy.| Recast
Internal metrics won't prove your MMM works. Learn how to validate models with real tests before making million-dollar budget decisions.| Recast
Discover the 5 key features of a great marketing mix model: causality, transparency, validation, stability, and actionable insights.| Recast
Learn why traditional Marketing Mix Models fail to capture holiday promotion impact accurately, and how Recast's Spike Modeling provides deeper insights into true revenue effects.| Recast
Learn how Recast configures the most rigorous MMM with deep business insights, validation checks, and iterative refinement.| Recast
Discover the key challenges of in-housing Marketing Mix Modeling. Understand the risks before building your own MMM.| Recast
Discover 10 common pitfalls in building marketing mix models and learn how to avoid them for better decision-making.| 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 essential insights on gathering historical marketing data and navigating data challenges for impactful marketing mix modeling (MMM).| Recast
Master Marketing Mix Modeling (MMM) for effective planning and forecasting—unlock realistic budgeting and insightful data-driven decisions.| Recast
Recast’s MMM employs Bayesian statistics. Discover why Bayesian approaches are transforming marketing attribution for top brands.| Recast