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.

One of the big topics of discussion recently is using the results of lift tests to calibrate MMM.

This is something we champion at Recast, and regularly advise our clients to validate our model by running lift tests to build internal confidence in the model. We welcome the transparency.

You can’t test everything, and MMM is that glue that connects everything together in between tests. When the model is correct we can use it to extrapolate the incrementality of things you haven’t tested recently.

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...