The marketing measurement roundup from Recast


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Marketing Measurement Roundup

What we're reading this week

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.

New From Recast

The History of Econometrics in Marketing

Many people who became interested in Marketing Mix Modeling as a result of iOS14 or the release of Meta's Robyn package, don't know it has a history dating back to the 1960s with Econometrics. See what's changed in modern times.

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From Last Week

Recast Model Configuration Process

How do we make sure that the models we build for our clients are "correct"? As you can see it's a surprisingly deep topic, and my answer provides some intuition on what's important to make sure your MMM is feeding you accurate recommendations.

In the DMs

One thing prospective customers often ask me is: why do we require our customers to manage their own marketing data warehouse?

At Recast we want to operate off of a single source of truth of historical marketing spend. We believe that it is in every company’s best interest to have a marketing data warehouse that is kept up-to-date via automated data pipelines. We believe this is true even for companies that won’t ever work with Recast!

Over time, it will be critical for your business to be able to report on your marketing activities and this will require having good clean data on what you’ve done in the past. It’s never too early to start collecting and centralizing these data.

From around the web

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

Study: Effectiveness of Apple's App Tracking Transparency

It’s impossible to read this and take Apple’s claims of “protecting user privacy” seriously. It turns out essentially no trackers respect a user’s decision to opt out of tracking.

The importance of triangulating the true impact of a marketing initiative as a case study

Really solid case study on how to triangulate success across multiple attribution methods to get to the right answer, and unlock spending on channels your competitors can’t measure.

Facebook Has Given Up On Attribution

Interesting development that Meta has essentially outsourced its attribution on mobile to whatever Apple and Google says. Feels like the end of an era.

Forget Conversion Rate Optimization … your biggest opportunity for growing profits is this

Important reminder that average customer value doesn’t paint the whole picture. Often by identifying who your biggest customers are, the ‘whales’, you can take action to increase their spend and get more of them.