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 plan when marketing performance keeps changing?

Planning is tough for every marketer. I’ve seen massive Excel spreadsheets that would make your eyes water, and AFAICT no one is very happy with their planning process.

One key problem is that marketing performance is uncertain. If Facebook changes its algorithm or creative goes stale, you could end up underperforming (or vice versa).

I think the key thing marketers should be doing in the planning process is communicating both uncertainty and assumptions. How much variance could you expect to see in the next quarter? What assumptions are you making about current or future performance?

These are tough conversations to have since executives want certainty, but you aren’t doing anyone any favors by masking the uncertainty and putting yourself at risk of missing a plan.

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...

Recast is on a mission to help consumer brands eliminate wasted marketing spend. Interested? Let's chat.