The useful bits
- Challenge assumptions behind brand-search reporting.
- Design an incrementality question before relying on attributed return.
Why this belongs in your reading list
Uses eBay search experiments to examine substitution and differences between customer groups. Challenge assumptions behind brand-search reporting.
Bring it into your next review
Design an incrementality question before relying on attributed return. Read the original guide for its full explanation and examples. Choose one relevant action, record what you expect to learn and revisit it with the team.
Read the evidence in context
Historical eBay context; not grounds to switch off brand ads universally. Final journal edition was not reviewed.
Keep learning
What would you add?
Bring your experience to the conversation. The next useful perspective could be yours.
Talk with the collective
