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 measurement this week.
A horror story of what can go wrong if you only rely on cookie-based attribution, and how to correct for it with checkout surveys.
We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently. Hit reply to send me anything we've missed.
"A gentle introduction to causality in a business setting." Gives what it says on the tin: a really good introduction to causal reasoning (and notation) for business applications.
What happens when an analysis goes wrong? How do we communicate it? How should we?
A quick look at ridge regression in Robyn
Introducing the idea of a centralized "marketing performance management" system for gaining a holistic view of your company's entire marketing program and its ROI
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This is the best of what you might have missed, anything previously posted that is still relevant today.
Just for fun...
How to business like a pro
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