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.
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!
The perfect primer from web analytics OG Avinash Kaushik, on the difference between attribution (sharing credit) and incrementality (measuring impact).
