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The retail sector has faced many threats over the years, which have only intensified during the coronavirus pandemic. With physical stores shuttered, digital commerce has become a lifeline for retailers. And as consumers increasingly shop online, they’re searching not just for essentials but also things like toys, apparel, and home goods. While this presents an opportunity for struggling businesses to […]

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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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