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.
Google released a handbook on MMM, and we’re happy to see it agrees with much of what we do here at Recast. There are a couple of discrepancies (e.g. we advise to use cost as an input, they recommend impressions), but overall sensible advice.