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.
Advertising campaigns don't deliver their full value on day one. In some channels most of the ROI of a channel comes days or even weeks after the campaign ran. Adstocks is typically how this is accounted for in MMM, so it's worth understanding.
Great to see this visual comparison between what analytics tells you and what your customers say in surveys. Another reminder that relying only on one attribution method is a million dollar mistake!
Multicollinearity is part of what makes MMM hard. It doesn’t necessarily hurt predictive capacity, so it’s not on the radar of machine learning enthusiasts. However it does hurt the usefulness of the model in explaining which channels deserve credit.
