Yuriy Timen: prediction

Transcript context

…Wow. Haven't heard this perspective. It's so interesting that the fact that it's gotten harder, it's creating new opportunities for companies to do it better and more intelligently. You said you mentioned a couple tools products that you found to be potentially helpful in this. Is there anything you could mention there? Yeah. Yeah. I mentioned a couple that I've kind of connected with in the last couple of months. So first of all, Media Mix Modeling is making a comeback, which is something that kind of got popularized in the math meant kind of advertising era of the fifties, pre-digital, and that's how that was the piece of the methodology. I can't speak of the specifics there. The science is a little bit out of depth there, but it was basically a way to use some data to determine a budget allocation across channels at the time was probably newspapers and billboards, et etcetera. It was leveraging data to some extent. You would were doing it maybe on a quarterly basis. And then you would only update it every quarter. There was no way with media mix modeling. There was no way to adjust budget in quarter because you weren't getting the data feedback loop that frequently. But media mix modeling is now making a comeback because there are so many offline channels that are part of folks channel portfolio today and that plus a lot of the online channels are becoming less trackable like Meta for instance, with the iOS 14 shift. And so Media Mix Modeling is going to comeback and the company that's leading the charge of bringing the Media Mix Modeling methodology of the traditional advertising era and ushering it into the digital world is a company called the Recast. Recast.…

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