Recast

The company operates a B2B SaaS business that creates value by turning advertisers’ historical marketing and outcome data into quantified incrementality estimates, forecasts and budget optimisation guidance. Its primary product is a proprietary Bayesian marketing mix model that ingests online and offline channel data, automatically refreshes models on a weekly basis and outputs channel contributions, forecasts and plan performance tracking. A complementary geo-lift testing product allows teams to run geographic experiments across TV, digital and retail footprints to validate channel impact.

Revenue is generated mainly through subscription access to the cloud-native platform, tiered by usage and sophistication (with a low-price entry point for the geo testing tool and enterprise-grade pricing for the full MMM and planning suite). Additional value is created and monetised via dedicated client support and marketing data science services that help with data onboarding, model configuration, experiment design and interpretation of results, effectively combining software and expert services for marketing measurement and planning teams.

Recast is a United States-based marketing measurement software company focused on incrementality and marketing mix modelling. It provides a cloud-native SaaS platform that uses Bayesian marketing mix models and geo-based experiments to quantify the incremental impact of marketing channels and to produce regularly updated forecasts and optimisation recommendations for advertisers.

The company generates revenue by selling software subscriptions and associated support to brand and agency marketing, analytics and finance teams. Its core products are a marketing mix modelling platform and a standalone geo-lift experimentation tool, delivered via AWS with optional dedicated client teams and marketing data scientists to support onboarding, modelling and ongoing use. Customers are mid-size and enterprise brands running omnichannel campaigns, as well as agencies and measurement teams that manage marketing budgets and experiment design.