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.

What should I do if we aren’t ready for MMM?

If you aren’t ready for MMM, don’t despair! Just because it’s regularly talked about as the solution to the decline in ability to track users, doesn’t mean it’s needed by everybody.

If you’re spending less than $100k a month on ads, or you have only 1-2 channels working, MMM won’t give you that much additional information. That doesn’t mean you can’t prepare however: getting all your data cleaned and in the right format, sitting in a data warehouse, eliminates 60% of the job, and makes it much easier for your team or vendor to spin up a model quickly.

For brands at this stage, we often recommend that they start to build experience with lift testing both via ad platforms and via geo-lift tests as this can give insight into incrementality and is a very important skill to build internally for the long-run.

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...