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