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The Principles Behind Causality Inference

Michel van Luijtelaar January 11, 2017

Hal Varian on the principles behind causality inference There are two big problems with the attribution solutions that are around. First of all, they do not provide a baseline (what would happen if you stopped all advertising) and secondly, they measure correlation, not causation. How To Measure Causal Inference? Are you keen to get a crash course in how you should structure […]

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Adwords Data Driven Attribution

Michel van Luijtelaar May 29, 2016

One of the hardest things to do well is valuing all of your marketing activity in the right way. It is even harder to act on those valuations. With Adwords Data Driven Attribution finally launching that pain is gone now. Obviously that is more so for advertisers that depend heavily on Adwords search as their major marketing channel. Here is the (pretty underwhelming) Adwords Blogpost […]

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