In Episode 2 of Season 2 of the Mobile Dev Memo podcast, I speak with Michael Kaminsky, the co-founder and CEO of Recast, on the topic of media mix modeling and probabilistic marketing measurement more broadly. Among other things, our conversation touches upon:
- How a marketing team can get started with adopting probabilistic measurement;
- The unforeseen difficulties that teams face when adopting probabilistic measurement methodologies;
- How much longer pseudo-deterministic solutions can be relied upon;
- How the measurement methodology utilized by a marketing team changes its media buying behavior.
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Michael Kaminsky is a co-founder and co-CEO of Recast, a startup that is re-inventing Marketing Mix Modeling for modern marketers. Michael was trained as a statistician and econometrician focused on helping people make better decisions. He’s passionate about taking cutting edge statistical techniques and using those to build tools that help marketers drive better performance for their businesses.