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.
We got a tonne of comments on LinkedIn when we posted about this: it's clearly a topic that many struggle with. We made the decision not to include brand effects in our model, and this post explains why.
It’s so obvious when you think about it, but unfortunately not many people do. Stop treating your organic traffic as if it magically just appears for free: it’s a dangerous mindset.
More coverage of Airbnb’s shift away from performance marketing. Lots reasons to be skeptical because correlation-not-causation but an interesting data point.
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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.
