What's the Risk of Confirmation?

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Timothy Stanley: I think there's a big risk of confirmation by us, cause i'd already done another version of it for the such se education community. He says he feels like eric, a couple of years earlier, the author of this paper, with much more kind of precision, hit a lot of what i was starting to kind of come to. Stanley: The high lights are that she breaks down and says, look, you've got a bad diacimr of what she calls a traditional multi tuch attribution. She calls it click attribution. Then she actually says, it includes view through, so there's click attribution.

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.