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 size company should use MMM?

Technically any size company can build an MMM: we’ve seen ecommerce startups ~$10k in monthly spend get value from spending an afternoon in Excel doing simple linear regressions for directional insights.

However to do MMM well, there’s a hurdle that means it’s probably only worth productionizing it at $100k+ in ad spend per month, across 4+ channels. That’s when an additional percentage point in accuracy can be worth low thousands in revenue, which comfortably justifies the cost of investing in MMM.

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.