We’re not on the same page with respect to marketing attribution

I learned quite a few things this week thanks to a lot of our twitter exchanges.

Thank you.

Collectively, digital analysts do not:

• Have a standardized method to express causality.

• Have a standardized method to limit R^2 inflation as a result of collinearity.

• Have a standardized method to express either in a clear, simple, and concise way.

A set of preferred solutions:

• We should use conceptual frameworks, causal diagrams, or Ishikawa diagrams, to express the relationship among variables.

• We should check VIF and communicate that figure when reporting R^2.

• I’m a long ways away from being able to be really brief WRT this problem set.

What do you think?

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I’m Christopher Berry.
I tweet about analytics @cjpberry
I write at christopherberry.ca