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.

I’m noticing a lot of marketers and analysts talking at cross-purposes about the ‘death’ of MTA (Multi-Touch Attribution)

Our stance at Recast is that all attribution methods are useful in their own way, but none of them should be trusted alone. The right approach is to triangulate the value of marketing with multiple signals and methods.

We also believe you don’t have to start overly complicated. Small brands under $100k a year in ad spend running 1-2 channels shouldn’t be worried about MMM or lift testing, and can get a good enough directional read from their channel reports to optimize.

Layering in post-checkout survey on top of a google-analytics report is plenty for most brands. From there you can add on lift tests and get to MMM once the upfront investment is worthwhile

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...