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, Ellis Crosby of Incremen.to where he gives us a detailed run through how to run testing in the real world, where we face significant business-imposed limitations.
We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.
Activate Consulting’s deck covering media in 2022. Includes interesting analyses of where consumers allocate their attention with implications for marketing.
An alternate view to the intense focus on incrementality and randomized controlled trials, worth digesting.
Great article calling out our friends at Measured for their work in pushing incrementality testing to the forefront.
Article on the resurgence of MMM, but they laughably suggest the pace of decisions is "quarterly".
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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...
when ROAS is down for no reason
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