All We See Are Shadows - Google Marketing Measurement Keynote - Michael Kaminsky, Recast Co-Founder

Описание: A few weeks ago, our co-founder Michael Kaminsky gave a keynote at Google about the uncomfortable reality behind incrementality—and why so much of what we think we know about marketing performance is just... shadows. The talk wasn’t recorded, so he decided to recreate it here.

This video breaks down:

Why true incrementality is unknowable
The strengths and weaknesses of experiments, media mix modeling, and digital tracking
How to avoid being fooled by “stat sig” and overfit models
The importance of parameter recovery, external validation, and forecast accuracy
Why your MMM is probably wrong—and what to do about it
A practical framework for building an incrementality system: combining experimentation, modeling, and action into one flywheel

Whether you're a CMO or a marketing scientist, this talk is meant to help you interpret measurement results more critically—and build a program that gets smarter (and more profitable) over time.

Key idea: You don’t need perfect truth to improve your marketing. You just need better shadows.

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Tags:

#Recast #MediaMixModeling #MarketingOptimization #ROIAnalytics #MarketingData #DigitalMarketing #MarketingStrategy #MMM #incrementality #incremental #geolift #marketingoptimization #marketingscience