Yes to both, but I am suspicious about most of the mathematics used to prove uplift and conversions using micro-models because of simple counter-examples like the blank ad[1] that generated a median clickthrough rate, and because of the prevalence of one-tailed "dropoff" charts don't pass the laugh test.
For more on this phenomenon, there's a book[2] that I'm oft to recommend.
Nevertheless, I also believe there are genuine means for revenue that utilise user tracking, but this is more work and attention than the typical digital ad campaign receives.
For more on this phenomenon, there's a book[2] that I'm oft to recommend.
Nevertheless, I also believe there are genuine means for revenue that utilise user tracking, but this is more work and attention than the typical digital ad campaign receives.
[1]: http://adage.com/article/digital/incredible-click-rate/23623...
[2]: http://www.amazon.co.uk/How-Lie-Statistics-Penguin-Business/...