From the blog

Attribution Theory is Misguided

Attribution theory is the practice in advertising where you attempt to figure out how to allocate credit for a sale to a given advertisement. I argue that attribution theory is asking the wrong question - it doesn't matter how to allocate credit for your past purchases. What matters is how to alter your advertising portfolio to maximize your next purchases.

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Assorted links

A Different Box of Tools, by Richard Feynman. There are two great things about this article. One is the "Feynman" method of debunking a theory - come up with simple examples that satisfy the theory yet are obviously false (typically look in mental areas different from the person cooking up the ...

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