Understanding Sponsored Search: Core Elements of Keyword Advertising
by Jim Jansen · 25 Jul 2011 · 298pp · 43,745 words
analysis, we are primarily interested in data from third-party logging. We refer to data recorded in logs as trace data. Potpourri: Beware of the streetlight effect in SSA, which is the tendency to measure what we can rather than what is actually important or what we are really interested in. In
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the data one has, which is typically impressions and clicks. These are the metrics that one can most easily get or see; hence, the name “streetlight effect.” In essence, we only investigate what we can see. Analysts use physical or, as in the case SSA, virtual traces as indicators of behavior. These
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search process, xxi, 5–6, 9, 14, 18–20, 25–26, 101, 103, 111, 207 SSA. See€sponsored search analytics stakeholder analysis, 219 stakeholders, 219 streetlight effect, 159 substitution effect, 91 Sullivan, Danny, 9 Super Bowl ads, 185–186 theory of just noticeable differences, 65 third person effect, 123 Thomas, P., 11
The Interstellar Age: Inside the Forty-Year Voyager Mission
by Jim Bell · 24 Feb 2015 · 310pp · 89,653 words
stars have giant planets orbiting close-in? Or is our system typical, and the only reason we’re finding so many hot Jupiters is the streetlight effect: we’re finding what we’re seeking only because we’re looking where it’s easiest to find exactly those things (like looking near the
The Missing Billionaires: A Guide to Better Financial Decisions
by Victor Haghani and James White · 27 Aug 2023 · 314pp · 122,534 words
your best portfolio and estimating its risk‐adjusted, after‐tax return. Notes a. There's even a Wikipedia entry on this phenomenon, known as the Streetlight Effect. b. We are looking for Yieldnominal−InflationExpected, but if we set InflationExpected = Yieldnominal−YieldTIPS, then we just get Yieldnominal−(Yieldnominal−YieldTIPS) = YieldTIPS, which doesn't
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(stock picking), 211, 212, 215–216, 224, 246, 307, 335 Stocks: options on single, 260–261 trading volume of, vs. options, 245 volatile, 226, 226e Streetlight Effect, 202n Stumbling on Happiness (Gilbert), 75 Style premia, 219 Suboptimal betting, 20 Subsistence spending, 140, 183–186, 184e Sustainable spending rule, 158–159 Swensen, David