Michael Kaminsky, effectiveness aficionado and Recast founder, discusses balancing efficiency and effectiveness in marketing, clarifying their definitions, challenges of measuring marketing effectiveness, embracing older methodologies like experimentation, moving away from last touch attribution, and the importance of using multiple tools for measuring marketing effectiveness

Michael Kaminsky, Founder of Recast, discusses measuring marketing incrementality and budget optimization. He talks about the importance of running experiments to determine true incrementality, challenges in measuring advertising impact on platforms like Amazon, and the need for more experimentation tools in retail media. Learn about marketing mix modeling, isolating variables, and optimizing budget allocation.

Michael Kaminsky, an experienced econometrician specializing in causal inference and marketing measurement, discusses the different methods of measuring marketing's performance and the relationship between attribution and incrementality. They also explore the use of Marketing Mix Modeling alongside Multi-touch attribution, the challenges of measuring work for non-performance marketers, and the possibility of achieving 100% certainty in measurement.