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 Your email open rates aren’t as good as you think they are Everyone talks about the impact of iOS14 on advertising, but iOS15 had a similar effect on email which affected everyone's open rates. If you aren't taking this into account you might be setting the wrong email strategy. 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. Statistical Rethinking (2023 Edition) Richard McElreath’s 2023 course on statistical rethinking is started last week. This is the best material on Bayesian statistical modeling there is and has had profound impacts on how we do statistical modeling at Recast Google & Meta account for only 15.8% of net new digital spend in 2023 Marketers are diversifying away from the duopoly of Google and Meta, and that’s a good thing for MMM. We tend to find when marketers are using more than 1-2 channels, particularly channels that are hard to measure independently like retail media, they begin to need MMM to make fair budget allocation decisions across channels. Fun fact: over 160 econometricians have won Nobel Prizes If you are unfamiliar with MMM and are unsure of its credibility, it’s useful context that the wider discipline of Econometrics on which it is based, has won over 160 nobel prizes in various fields in the past 60 years (no prizes for attribution yet). Harnessing a single source of truth to maximize profitability & optimize budget distribution The movement in the MMP space to a “single source of truth” solution is a good marketing buzzword, but ultimately will never be a reality as this approach can’t incorporate offline channels like MMM can. 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. Measuring the Long Term Effects of Brand with MMM Google Analytics Channel Attribution Made Us Switch Off Our Growth Engine What does ‘Incrementality’ mean? More Articles Just for fun... John Stuart is Chilling in NYC @mealreplacer data visualisation is one of my passions 11:54 PM - Dec 21, 2022 10024 See mealreplacer'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