‘Are Paid & Organic Search Distinct Channels? Not So Fast.’ – ‘Marketing Land’ Article
Andrew Goodman says, “At our company’s informal book club, we recently had a nice discussion of David Hand’s The Improbability Principle: Why Coincidences, Miracles, and Rare Events Happen Every Day.
Belief in causation where there is only correlation, faulty assumptions about how “randomness” works and similar errors are shockingly common, even among the educated. Superstition can be a nightmare for the marketing practitioner, who can be praised or blamed for factors that fall outside of her control.
Better measurement helps, of course — but so does understanding how different channels work and interact with one another.
The Separation Of Paid And Organic
Rational people with years of digital marketing experience are supposed to know that paid and organic search are separate channels requiring separate budgets and different forms of optimization“.
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