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’s the most important thing to think about to make an MMM project successful?

Validation, validation, validation. The most important thing you should think about for your MMM project is how are you going to validate the results to build trust in the organization.

These days finance and leadership teams aren’t willing to take anyone’s word for it: they want to see cold hard proof that the marketing investments are working so if you’re planning on doing an MMM project you need to make sure you’re thinking about how you’re going to validate the results of the MMM to make sure everyone is bought in.

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.