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.
Practical tips of how to measure word of mouth and virality.
We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.
Ever feel like your A/B test performance is getting worse over time? This article has a great deep-dive into the oft-overlooked reasons why that might be the case.
Airbnb has pulled back from search marketing to focus on brand. Note that the rules are different when your brand has become a common-use verb, so not recommended for everyone!
Great advice: If view-through conversions are at 40%+ of default conversions you ought to run an incrementality test ASAP
Some basic background on the “dark funnel” of marketing and what it means for marketing analytics.
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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...
I feel attacked !
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