Context · Business model
B2B2C / partner
Someone else owns the customer relationship, and usually the data about it.
What changes here
The same four questions, and what each one runs into in this context.
Attribution
Partner-reported conversions arrive on the partner's definitions and windows. Reconcile the definitions before the numbers.
Incrementality
A holdout needs partner cooperation, which makes it a commercial negotiation rather than a technical design.
Allocation
Margin varies by partner in ways a blended CAC hides completely.
Decisioning
You rarely control the contact, so the decision is which partners to invest in rather than which customers to treat.
Written for this context
Incrementality
- Planned
When Randomization Is Impossible
Difference-in-differences, synthetic control, and interrupted time series: what each one assumes, and the diagnostic that would falsify it.