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.
Measuring the long term performance of brand campaigns is the holy grail of marketing measurement, in that it's valuable but fraught with danger. This post details the main issues and highlights a promising approach from Meta.
A long-run holdout experiment shows that while in the short-term more notifications drives more engagement, in the long-term fewer notifications improves engagement and satisfaction. Important implications for push marketing like email, sms, etc.!
Great roundup of the way to think about attribution in the messy post-ATT world. Includes a great insight that concentration of spend in a single channel also concentrates your data for optimization: 2023 media plans may need revisiting.