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.
Great post by a friend of Recast, James Phoenix of understandingdata.com where he found 75% of total purchases from online campaigns occurred offline, using some wizardry with hidden fields and CRM matching.
Doordash uses a “switchback” test to test the incrementality of app marketplace advertising. Really clever approach to a really challenging testing environment.
Great post comparing what was recorded as lead source versus what the leads actually said. This is probably the easiest quick win most marketing teams can bank in attribution.
