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Jerry West, Jeff Greenfield, Dahv Greenfield and Todd Kirk examine why AI traffic revenue figures and retail media results can mislead when measurement is not tested. They cover incremental revenue, metrics chosen to look good, and cross-channel modeling with geo-lift experiments and holdouts.
With Jerry West, Jeff Greenfield, Dahv Greenfield, Todd Kirk
Transcript and links →Jerry West, Jeff Greenfield, Dahv Greenfield and Todd Kirk examine why AI traffic revenue figures and retail media results can mislead when measurement is not tested. They cover incremental revenue, metrics chosen to look good, and cross-channel modeling with geo-lift experiments and holdouts.
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