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.
No single data source will have the full truth. Incrementality is hard to find by using just one method. Each one has unique capabilities, limitations, and use cases so we recommend that, if you want to zero in on the truth of what’s working in your marketing, you use multiple methods in conjunction. We call this process “triangulation,” and in this article, we will explore how to implement it across the board.
iOS14 made everyone conservative about tracking. At Recast, our goal is to get marketers at modern consumer brands to feel like they can test anything by showing that Bayesian MMM gives them one source of truth, unifying attribution methods. This journey from traditional measurement techniques to MMM is what this article aims to capture. We’ll offer insights into the process and highlight potential hurdles along the way.
In the DMs
How do we measure the effects of brand?
This is a tough question to answer since people mean different things when they ask about measuring “brand”. Some want to know “How do we measure the impact of the brand equity we’ve built up over the last 20 years?”. Others want to know “How do we measure the impact of our ‘brand advertising’ campaign on TV?”. And others want to know “How do we measure the very long-term impact of advertising today?”.
These are all very different questions and unfortunately, I don’t think any of them have very easy answers. The first thing to do, no matter what, is to get really crisp on the exact question you’re trying to answer, and then work backwards to see if there’s a way to answer it analytically or if you’re going to have live with partial directional answers.
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.
Amid ad tech volatility, publishers are prioritizing transparency, financial stability, and reliability in vendors. High-profile industry collapses have accelerated this shift towards a more sustainable approach.
While a vast majority of marketers now utilize AI, concerns arise about its impact on jobs and team culture. Marrying AI efficiency with human creativity remains the pressing challenge in this evolving landscape.
Despite Trade Desk exceeding projected figures in a challenging ad climate, shares drop in post-market trading, indicating possible heightened investor anticipations. This dynamic demonstrates the uncertain terrain even for ad-tech leaders in the connected TV space.
If you read something great this week, or want to share your own content, submit here.