Finding Market Fit: Marketing Leaders in Tech Going beyond attribution and redefining Media Mix Modeling for consumer products | Michael Kaminsky (Recast)
Michael is the co-founder and co-CEO of a startup called Recast, a service that develops Media Mix Modeling for consumer products and services. They also have a great blog on all things measurement which is linked below. Michael spoke about the changing measurement needs of companies as they scale spend, the discipline around ensuring you have your ROI and payback periods defined before you go out and measure, and some specific challenges with only using multi-touch attribution and/or incrementality to inform approach. He also provides a great perspective on how to gauge the effectiveness of brand advertising.
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Where to find Michael and the Recast blog
https://www.linkedin.com/in/michael-the-data-guy-kaminsky/
https://twitter.com/Mike_Kaminsky
https://getrecast.com/attribution-stack/
https://getrecast.com/long-term-brand/
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Where to find Patrick
https://www.linkedin.com/in/pcmoran/
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(2:32) Measurement approaches by company stage
(5:24) Starting with unit economics and cash position
(7:41) Going from publisher reported to incrementality to media mix modeling
(11:49) Approaching audience overlaps
(14:35) The flaws and limitations of Multi Touch Attribution
(17:38) Operationalizing the impact of incrementality and its shortcomings
(22:44) Being thoughtful and robust around multipliers
(25:37) How to triangulate attribution the right way
(29:53) The current methodologies of Media Mix Modeling
(33:49) How the MMM model works
(38:05) Measuring brand advertising
(41:07) The relationship between short term and long term impact
(42:36) Optimizing for conversions
(45:42) How to find Michael!