Series
Managing advertisement channels

Essays on calculation ROI, unit economics, and traffic attribution models.

Errors in calculating ROI and unit economics. Impact of attribution models and incrementality on the ROI calculation of marketing channels
Errors in calculating ROI and unit economics. Impact of attribution models and incrementality on the ROI calculation of marketing channels
Traffic attribution models. Why attribution models need to change along with growth channels, product, business objective and external environment
Traffic attribution models. Why attribution models need to change along with growth channels, product, business objective and external environment