“Storytelling with data” sounds great in theory – we all would love to have a single source of truth that always outputs one clear, actionable insight with no uncertainty. But in practice, most real-world data doesn’t work that way. Especially in media mix modeling and incrementality work, the outputs are … How to Communicate Data So It Drives Better Business Decisions Read More » The post How to Communicate Data So It Drives Better Business Decisions appeared first on Recast.| Recast
Incrementality-adjusted Attribution blends lift and attribution to deliver true iROAS, bridging marketing dashboards with CFO-trusted ROI.| Lifesight
Carlota Feliu, Head of Marketing at HP, shares how B2B marketing is shifting closer to sales, customers, and revenue. From ABM strategy to AI adoption and GTM alignment, she unpacks what it really takes for marketing to drive impact| CMO Alliance
If you’re treating p < 0.05 as the litmus test for your marketing experiments, it’s going to be really hard to build a solid measurement program. Many marketers still blindly follow this rule: But a p-value doesn’t tell you whether your campaign worked, how big the effect was, or whether … What to Do When Your Marketing Experiment Isn’t Statistically Significant Read More » The post What to Do When Your Marketing Experiment Isn’t Statistically Significant appeared first on Recast.| Recast
Every marketing measurement strategy comes with a cost. Whether you’re running incrementality tests, MMMs, or lift studies — there’s always a tradeoff. Andrew Covato calls this the “measurement tax” — a concept he shared in our Recast Marketing Measurement Coffee Break. This tax comes in two forms: explicit and implicit. … Why Marketing Measurement Always Comes with a “Tax” and How to Pay It Smartly Read More » The post Why Marketing Measurement Always Comes with a “Tax...| Recast
The sharpest marketing teams think in bets, not tests. Here’s how to prioritize for impact, uncertainty, and feasibility.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
A guide on how to prioritize marketing tests by impact—not just precision—when you can’t run them all.| Recast
Explore how Multi-Touch Attribution helps map customer journeys, its key limitations in a privacy-first world, and how causal attribution addresses the gaps.| Lifesight
AI tools like ChatGPT, Perplexity, and Google Gemini are fundamentally changing how consumers discover and purchase products online. Instead of searching Google or scrolling Instagram, shoppers are now turning to AI agents for personalised recommendations. This evolution presents exciting opportunities, but it also breaks the traditional rules of marketing attribution.| Littledata Blog
Unlock smarter marketing with CRM-connected attribution. Learn how syncing your CRM and marketing data reveals the full impact of every touchpoint.| emarketingplatform.com
As a CMO, I often hear the term "360-degree marketing" or "omnichannel marketing" thrown around like a buzzword, but what does it really mean?| CMO Alliance
This article clears up common confusion, and discusses six myths, around important incrementality testing concepts.| Recast
Create an incrementality system of continuous planning, experimentation, validation, and optimization for your marketing organization.| Recast
Healthcare lead attribution is vital for marketers to get right - but it's so easy to get it wrong. Are you making these common mistakes?| Mediahawk
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
In this article, we explore a framework that utilizes a custom-weighted (40:20:40) multi-touch attribution model to align marketing teams and executives with easy-to-understand revenue-focused KPIs.| Revenue Marketing Alliance
Real-world data combined with expert insights in a simple eBook to give you the roadmap for scaling your marketing attribution efforts.| Revenue Marketing Alliance
As a revenue marketer, you know it's important to track your progress. In this article, we discuss some KPIs for revenue marketing.| Revenue Marketing Alliance
Our State of Revenue Marketing report is packed full of data about how our respondents are fairing in terms of their revenue performance. In this preview, we share some of our findings from the report related to revenue goals.| Revenue Marketing Alliance
Our groundbreaking 2024 Customer Acquisition and Marketing Attribution Survey will reveal the inner workings of today's state-of-the-art revenue engines. And you can help uncover the key insights.| Revenue Marketing Alliance
Learn why first-party data is essential for personalization, privacy compliance, and measurement as third-party cookies become obsolete.| Recast