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.
Everyone is betting on Geo-testing since iOS14, and the methods are promising, but there are serious flaws to consider.
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 good overview of A/B testing and how to set up a good test.
Not marketing specific, but a really good discussion of better ways to share out the results of A/B tests to non-statistical audiences.
A really good overview of A/B testing and pitfalls. Specifically written for evaluating machine learning models, but broadly applicable.
Great introductory guide to attribution methods and the inherent issues.
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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...
Machine learning systems, explained.
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