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.
Monte-carlo simulations are a powerful but surprisingly simple and elegant tool for doing predictive analysis. This is at the core of Recast's algorithm, allowing us to simulate many different models to find the right one.
Good reminder that not all marketing channels drive conversions of equal quality. However in my experience if your MQLs differ in terms of close rate by channel, that’s a sign your scoring criteria is off.
MMM isn’t just a supplement to tracking attribution, it’s an alternative to it. Often you get amazing differences in performance when you compare the two, highlighting the importance of getting that second opinion.