Overview
Recast is a marketing mix modeling (MMM) platform designed for complex businesses, particularly Fortune 500, CPG, fintech, and pharmaceutical brands. It uses proprietary Bayesian MMM and universal lift test calibration to deliver accurate forecasts, validated weekly. The platform emphasizes incrementality measurement, allowing users to validate forecasts and make data-driven decisions. Recast's models handle the complexities of modern marketing, adapting to spend shifts, campaign launches, and evolving strategies. It provides a complete toolkit for predicting outcomes before spending, testing strategies risk-free, monitoring performance in real-time, and reducing uncertainty. Key features include time-varying ROIs, promotional event modeling, and upper/lower funnel interaction analysis. Recast also offers multi-stage MMMs for understanding the down-funnel impact of marketing efforts.