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.

Since the launch of Facebook’s Robyn open-source MMM package, building a model in house feels more accessible to people. It’s always their first question to me: why not just use Robyn for free?

First we have to dispel the myth that open-source means free. The model is freely available, but that’s only one small part of the overall MMM process. In addition, if you’re spending over $100k a month on media, using a less accurate model can cost you thousands of dollars, even millions if you’re a spending substantially more. Robyn is a great option for some use cases, but be realistic about the true cost of “free”.

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...