Why does your attribution model say one thing and your geo holdout say another? Because they answer different questions, and conflating them is the most expensive mistake in measurement. Two distinct questions — Attribut…
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When Shapley and Markov disagree, who's right? A question worth sitting with, because both are sold as the rigorous alternative to last-click. They are not interchangeable. What the methods actually do — Shapley value bo…
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Myth: kill the lowest-attributed channel and reallocate its budget for free upside The question: your attribution report ranks channels by credited conversions; the bottom one looks like dead weight. Cut it, move the mon…
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Beyond A/B tests, what causal tools belong in a marketer's kit? Most attribution discourse stops at randomized experiments and holdouts. The quasi-experimental toolkit from econometrics is underused in marketing and ofte…
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Why does your lift test 'reach significance' if you just keep watching it? The question: you're running an incrementality test, checking the dashboard daily, and one morning it crosses statistical significance. You call …
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