Marketing Mix Modeling (MMM): A Guide for CMOs and Marketers
Discover Marketing Mix Modeling (MMM), a data analysis technique that optimizes marketing spend, boosts ROAS, and measures the impact of campaigns on sales and revenue.| Lifesight
Most media mix models can’t be proven wrong. That’s a problem. You’re supposedly using your model to forecast and allocate millions of dollars on marketing spend… and you can’t tell if it’s right or wrong? The issue is that most models don’t make testable claims – and that needs to […] The post What Is Falsifiability (and Why It Matters in Media Mix Modeling) appeared first on Recast.| Recast
Most marketing mix models break because they assume that marketing effectiveness is constant over time – but that’s not how marketing works in the real world. Marketing effectiveness changes constantly. Sometimes dramatically. It changes when you update creative. It changes when your audience saturates. It changes when new competitors enter […] The post Why Time-Varying Covariates Matter More Than You Think in MMM appeared first on Recast.| Recast
Let’s start with the “bad” news: the true incremental ROI of any campaign is unknown and unknowable. Marketing performance lives in a world of noise, lags, and missing data. We would all love to be able to report numbers like “3.7x ROI” as if they were the objective truth – […] The post Why You Should Use Forecast Ranges in Media Mix Modeling (Not Single-Point Predictions) appeared first on Recast.| Recast
The post Halloween Marketing Magic Show appeared first on Kochava.| Kochava
Discover Marketing Mix Modeling (MMM), a data analysis technique that optimizes marketing spend, boosts ROAS, and measures the impact of campaigns on sales and revenue.| Lifesight
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
Turn your MMM into a forward-looking decision engine, not a backward-looking report card. Here’s how to make it actionable.| Recast
Recast challenges the biggest MMM myths, showing why they fall short and how better models drive smarter marketing decisions.| Recast
Learn how Gaussian Processes model time series data using covariance matrices and kernel functions with practical examples.| Recast
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
