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.

Should I build a model in-house, or work with a traditional agency or a modern software vendor for MMM?

We’re biased at Recast being a software vendor but we readily admit we’re not the right solution for everybody. Typically if your ad spend is below $100k a month or you spend only across 1-2 channels, our solution isn’t a good fit. Below this level, you can get started with a manually built MMM with a traditional agency or consultant, and start to learn as a company how to make decisions using MMM as an input.

If you’re looking to do MMM in-house know that building a regularly updated model takes a lot of engineering and statistics resources, so you shouldn’t attempt this unless you already have a team in place. In particular, we’ve found machine learning teams underestimate statistical inference problems and you need someone with deep domain knowledge in marketing attribution.

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...