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.

How do we make the transition from last-touch attribution to other types of measurement?

Making the transition from a deterministic attribution methodology to other types of probabilistic measurement can be very challenging and requires a re-alignment of the organization from the top-down.

Last-tough attribution is comfortingly easy to understand and yields nice, clean reports that update consistently from one day to the next — executives used to this continuous drip of reporting can be very resistant to adopting a new form of measurement that requires thinking probabilistically and operating under uncertainty.

We’ve seen the most success when organizations start by educating leadership about the limitations of touch-based attribution and the need for an understanding of incrementality. Once executives understand the limitations of deterministic touch-based attribution, they’re more open to considering other types of measurement that address those shortcomings.

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...