Attribution reads that admit the limits

Attribution reads that admit the limits
Every model lies a little. These tell you how.

— 1. "Incrementality over attribution" — the case for geo-holdout tests instead of last-click theater. Source: Recast blog.
— 2. Markov-chain attribution, explained simply — removal effect math without a PhD; the worked example clicks instantly. Source: Analytics Vidhya.
— 3. Media Mix Modeling for small budgets — Meta's open-source Robyn and when MMM is overkill. Source: facebookexperimental on GitHub.
— 4. "Why your CAC is wrong" — blended vs paid CAC and the trap of counting organic as free. Source: Lenny's Newsletter.

Skip if you spend under five figures a month. Essential before you reallocate a budget.

That's the stack for this week. Forward to a teammate.