Channel economics · The spillover · Element
The misattributed credit
Which channel is receiving credit it did not earn.
The part
What it is
Branded search is the usual recipient: it converts demand created elsewhere and reports the best numbers in the mix.
Recognising this does not require a model, only the observation that branded search volume moves with brand spend.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.