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.
Here is a scenario-based post where two teams run conflicting activity, and it ruins their ability to measure marketing effectiveness. This is way more common than it should be!
Recast co-founder Michael Kaminsky was featured on the Cohley podcast, talking about his time building Harry’s data team, marketing mix modeling, and the recent funding round we announced.
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.
Nice data on the adoption of Google’s PMax, a push for automation that many marketers are suspicious of in terms of incrementality because of the tendency to bid on brand terms.
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From the Archives
This is the best of what you might have missed, anything previously posted that is still relevant today.
