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📊 Measurement & Attribution
Measuring Uplift for Creative Gaming
UCSD · Customer Analytics
Measured the true incremental impact of different creative ad variations on player acquisition in a gaming context. Separated organic conversion from ad-driven conversion to quantify which specific creative elements actually moved the needle.
Approach
Applied uplift modeling techniques to compare treatment and control groups across multiple creative variants. Isolated the causal effect of each creative element — copy, imagery, CTA placement — to identify which drove genuine incremental lift vs. conversions that would have happened organically.
Tools & Technologies
PythonCausalMLUplift TreesA/B Testing
Topics
Uplift ModelingIncrementalityCreative TestingPython