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.
Brand search term incrementality is one of the quickest easy wins you can run if you haven't before.
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.
Beware using aggregated GA numbers for statistical tests. Since GA user numbers are sampled, small amounts of error can lead to large errors in your statistics. Beware!
Will the robots take marketer's jobs? Eric Seufert discusses the potential dangers of fully-automated advertising placements like Pmax and advantage+.
The perfect primer from web analytics OG Avinash Kaushik, on the difference between attribution (sharing credit) and incrementality (measuring impact).
A good overview of geo-testing if you're looking to get started, though beware the limitations (we recently wrote about this).
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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...
This is wonderful @xkcd
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