View in browser Marketing Measurement Roundup What we're reading this week 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. New From Recast Some Testing is a Waste of Time: Making Business Cases for Big Bets This is our second feature in the much exalted Reforge blog, this time talking about how to make big bets in your testing program. The key insight is that it might feel safer to limit your ambition when running experiments, but actually nothing costs more than failing to learn anything of consequence. Read Article From around the web We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently. How to Measure “Hard-to-Measure” Marketing Channels Comprehensive article on how to measure those "hard to track" channels like PR, media, native social, events, many types of content, and word-of-mouth, where all the opportunity lies because they're not yet saturated. Very much in the spirit of our "How to Measure Anything" series. Antonio García Martínez announces Spindl: attribution for Web3 Tracking technology finally closes the gap on Web3. Attribution is an interesting proposition in crypto, because you can actually associate which people actually bought by looking at their transaction history. In Marketing Mix Modeling, one key thing to get right is the 'Principle of Marginality'. A rarely discussed phenomenon which can be very important in some instances to MMM accuracy, “Principle of Marginality” is about how variables interact with each other. Independence is usually a bad assumption! Walmart Connect Is Offering Closed-Loop Measurement on TikTok, Snapchat and Roku Walmart offering in-store deterministic attribution for TikTok, Snapchat and Roku ads. Of course that's no guarantee of incrementality... If you read something great this week, or want to share your own content, submit here. If someone forwarded you this email, you can subscribe here.  If you're already subscribed, why not help us spread the word by sharing it with a friend or co-worker! 🙏 From the Archives This is the best of what you might have missed, anything previously posted that is still relevant today. Not all revenue is created equal How Facebook Robyn Works Decomp RSSD: Optimizing for Politics More Articles Just for fun... Matthew Mayo @mattmayo13 This never gets old... even though it's kind of an average joke. 8:41 PM - Oct 11, 2022 962 See mattmayo13's other Tweets Recast Labs, Inc. 185 Wythe Avenue Brooklyn, New York City United States of America You are receiving this email because you signed up on our website. Unsubscribe Update preferences