A-B Testing - How to Determine the Increasing Lift of Each of the Touch Points

In the A-B case, and really how it works in the regression case once you have those coefficients determined, that's how you determine the incremental lift of each of the touch points. You could say that extra 100 conversions, incremental conversions, is due to that TV because otherwise the paths are the same. And that's what we're talking about here, using statistical methods to determine that credit instead.