Maggie Zhang

Posts by Maggie Zhang

  • Measuring marketing incremental impacts beyond last click attribution

    July 14, 2022

    Co-authors: Maggie Zhang, Joyce Chen, and Ming Wu What’s my ROI? In every company, there’s a fundamental need to understand the impacts of marketing campaigns. You want to be able to measure how many incremental conversions different channels and touchpoints are successfully driving. The best practice of A/B tests at individual level is not applicable in...