The marketing measurement roundup from Recast


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Marketing Measurement Roundup

What we're reading this week

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.

New From Recast

Why You Need to Stop Controlling for GDP Growth (and what to do instead)

Your marketing performance doesn’t live in a silo and it’s not independent of external factors. One of those that will impact it is GDP (gross domestic product).

Marketing teams tend to try to control for GDP hoping it will help allocate their budget more efficiently and know when their marketing performance is biased. The intent is the right one, but we believe the execution of controlling for it is not – there’s a better way. This is what we will cover in this article.

Read Post

From Last Week

How D2C Brands Can Deal with Multicollinearity in their Marketing Mix Modeling

Multicollinearity is one of the hardest problems in marketing analytics. If you took a statistics course in undergrad, you might have covered it; it describes a phenomenon where two or more variables in a model are correlated.

This article will help you identify when you are experiencing multicollinearity and what you can do to solve for it.

In the DMs

How often should I run incrementality tests on my main channels versus just trusting what my MMM / platform report says?

We’re big proponents of incrementality tests and often recommend our customers run one after our first model is built as a way to validate its findings and build trust.

Typically for a client spending $1m to $10m a year you’ll see one channel spends 60-80% of that budget (the Pareto rule), so it’s important to test that channel quarterly. For smaller channels annual tests are often enough, or you can solely trust your platform analytics given the less consequential cost of being wrong.

From around the web

We try to read everything out there that's relevant to marketing measurement, and this is the best of what we've read recently.

What Was Nate Silver’s Data Revolution?

Excellent retrospective on Nate Silver’s impact on political reporting. This an important read for anyone trying to statistics and accurately communicate uncertainty. Unfortunately, everyone hates uncertainty!

Facebook owner Meta announces tests of generative AI ads tool

Both Meta and Google are in a race to automate creative with generative AI tools right there in the platform. Maybe measurement will be the only job left in marketing (you can never trust the platforms to grade their own homework).

‘Amazon Anywhere’ brings shopping experience inside new AR game from makers of ‘Pokèmon Go’

As marketing measurement nerds, we can’t wait for AR / VR to digitize the physical world and make tracking easier, but too often these tie-ups and collaborations just look gimmicky. It’s not there yet.

What’s new in privacy on the App Store

The jig is up for fingerprinting, the method of identifying unique users by downloading every small piece of information about them to collectively build a unique profile and track them across apps. Apple is forcing vendors to explain their usage of each API now, and may only use them for valid reasons dictated in the privacy manifest.

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From the Archives

This is the best of what you might have missed, anything previously posted that is still relevant today.

The Conundrum of Brand Search: Is it Incremental and Actually Driving You That ROI?

The Evolution of Privacy: A Timeline of Events Reshaping Identity-Based Tracking and Analytics

You’re losing more traffic to ad blockers than you probably realize

Just for fun...

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