Timothy Stanley: It's sort of a sort of starts really simple rigt. Any other variables outside of market, wo spend, we might need to control for and ever for any company or business,. that can really get woolly. And i think that's a lot of times what holds people up is they that part is just real hard to build comfort level of any kind within because it's sort of like, half an answer would be be better than no answer.
Hey there, mister. That's a mighty nice multi-touch attribution model you're using there. It would be a shame to see it get mixed up with a media model. Or... would it? What happens if you think about media mix models as a tool that can be combined with experimentation to responsibly measure the incrementality of your marketing (while also still finding a crust of bread in the corner for so-called "click attribution")? According to a 2019 paper published by ThirdLove (which happens to have been Michael's last call on our last episode), that's a pretty nice way to go, and we thought it would be fun to see if we could raise Tim's blood pressure by giving him something to vigorously agree with for once. It was. For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.