Client Success Best Practices
At the end of the day, the whole reason you’re using Recast as an operator is to help your clients generate more profit. In this page we’ve collected a few tips for making your clients successful including communication patterns, expectation setting, and our best practices for actually “using” a media mix model to drive profit for the business.
Big themes:
Keep expectations low: many clients have unrealistic expectations about what media mix modeling can deliver for them. They believe the MMM is like a crystal ball that will finally be the single source of truth for their marketing measurement problems. It is best to set the expectation from day one that marketing measurement is a journey, that no solution is a silver bullet, and that the client should expect to need to iterate over time.
Keep the client focused on what matters: Recast’s MMM has tens of thousands of parameters which means that there is always something for someone to disagree with. Quibbling with every parameter estimate can cause you to miss the forest for the trees, so it’s best to keep the conversation focused on what you’re going to do about the results as opposed to trying to review every parameter together.
Incorporate experimentation: long debates about model results or model assumptions are generally not productive. Instead, you should pivot the conversation to what the client can do about it: either change their marketing budget or design a GeoLift experiment to validate the model results.
Initial Onboarding
Bet Tracking and Experimentation