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 keep seeing platforms that report back lift test results as “incremental”. This is not very useful.

The results of a lift test should come in the form of incremental ROI or incremental CPA. Just saying something is “incremental” isn’t actually meaningful. The value marketers need to know is the estimated incremental impact and the incremental cost of serving the ads.

If you aren’t sure how to calculate these numbers from your lift test results, you should reach out to your analytics or data science team for help (or your friendly Recast data scientist of course).

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

If you read something great this week, or want to share your own content, submit here.

This is the best of what you might have missed, anything previously posted that is still relevant today.

Just for fun...