Lenny's Podcast · Aug 13The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)
Hay's view on MMM draws on a conversation with Michael of Recast, though he says he is not an MMM expert.
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Company · Marketing & growth tools
Recast
A marketing mix modeling software vendor.
What was said about Recast
Experimentation and analytics3
- Do not rush to MMM; most businesses need MTA and probabilistic modeling▶ 56:34This matches what Austin sees at Ramp and other businesses.Lenny's Podcast · The ultimate guide to Martech | Austin Hay (Reforge, Ramp, Runway)
- Treat attribution as an ongoing investigation with no single source of truth▶ 1:02:41Thrive has built sophisticated attribution models that MMM then validated as showing campaigns did not work, which let clients move budget out.Lenny's Podcast · Mastering paid growth | Jonathan Becker (Thrive Digital)
- Use media mix modeling once you spend over $100k monthly on three or more channels▶ 29:50Lenny's Podcast · How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable)
Lenny's Podcast · Aug 13Lenny's Podcast · May 7Mastering paid growth | Jonathan Becker (Thrive Digital)
Named as an example of a ready-made MMM tool for validating attribution with regression analysis, while many firms build bespoke models.
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Lenny's Podcast · Sep 1How to grow a subscription business | Yuriy Timen (Grammarly, Canva, Airtable)
It is leading the effort to bring media mix modeling into the digital world. Yuriy hasn't used it with his own companies yet.
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