Modeling contextual marketing metrics like brand effects | Recast Incrementality Platform Demo

Hi, I'm Tom Vladek, co founder of Recast, a media mix modeling platform where the world's most sophisticated brands measure and optimize their marketing spend. Today, I want to talk to you about contextual metrics, things like price and brand awareness that can increase or decrease the effect of your marketing. Now, this is one of the newest features in Recast's model because we wanted to take the time to do it right. These are not variables that fit the standard regression assumption of all else being equal. In contrast, they can change the effect of both your organic and paid performance. And that's exactly how we model them. So in this demo data, you can see that we're modeling both price and brand awareness. And for each of these variables, we're modeling their effect both on the organic sales and paid marketing effectiveness. So in this particular case, you can see that price's effect on both paid and inorganic is very similar in that for every 10% increase in price, we're modeling a decline in about 12%. Now, the effect on both organic and paid marketing does not always have to be the same. And for brand awareness, you can see that the increase in organic sales is larger than the increase in paid sales. Here you can see how the underlying variable has changed over time. And this demo client has only changed their price a couple of times, but their brand awareness has gone up and down, probably as measured by some brand tracker survey. You can see these two plots combined here in the effect over time, and you can see how increased and decreased brand awareness has impacted both paid and organic marketing performance over time. If you want a modeling partner that can help you quantify the effects of your brand awareness and price, and do so in a way that makes sense, go to getrecast.com and hit book a demo. Thank you.