Media Measurement and the Assisted Own Goal: Attribution, Marketing-Mix Models, and Individual-Level Incrementality
媒体效果衡量与“助攻乌龙”:归因、营销组合模型及个体增量效应
We use the assisted own goal hypothesis as a lens into media measurement. A demand-generating (upper-funnel) advertising platform such as a short-video social network can cause an incremental purchase, yet see that purchase booked on -- and credited to -- a downstream trusted marketplace, because consumers who discover a product on the platform complete the transaction elsewhere, for example because of distrust of the generating platform as a psychological mechanism. Under…