16. Rules-Based Attribution
If your product is an impulse buy, consider last-click.
If your product requires consideration, consider linear.
Credit: Studio Syrup http://bit.ly/1JIa5Yt
If you only use one paid channel, consider first-click.
23. Incremental Value of Branded Search
• Ever day, randomly toggle branded search on and off.
• Check for differences in daily profit when on versus
off.
• Infer ROI.
24. Incremental Value of Remarketing
• Use your A/B testing tool to run remarketing tag as a
variant.
• Check for revenue lift in treatment versus control.
• Infer ROI.
38. Suggested Roadmap
• Find an appropriate rules-based model.
• Run some simple experiments.
• Decide if algorithmic attribution is right for you.
• Validate.