At Recast we're on a mission to rid the world of wasted advertising spend. No one method or tool is going to get us there, so as well as our own content, we're sharing the best of what we've read on marketing attribution this week.
We try to read everything out there that's relevant to marketing attribution, and this is the best of what we've read recently. Hit reply to send me anything we've missed.
Jim Gianoglio discusses the confusion between attribution and incrementality. This confusion has generated billions of dollars of wasted marketing spend (and spend on ineffective tools)
Since many marketers don't know python or R, it can feel intimidating to get started with MMM. This article walks through (with code!) How to create a marketing mix model with google's lightweight MMM framework
