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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-BCO-2026-012 · Evidence A · P1

Randomized digital display advertising by a semiconductor/electronics-components manufacturer produced an estimated return on ad spend of 12.0 (95% CI 4.8-24.5), with first-time purchase effects delayed one to five months and repeat-customer effects delayed five to twelve-plus months.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD04 · Health, Evidence, Supplements & PeptidesD07 · Commerce, Productization & MarketplacesD14 · Cybersecurity, Identity, Privacy & ResilienceD19 · Measurement, Experimentation & Economics

What this does not establish

High-involvement electronic components with long sales lags; no MQL/SQL, meeting or opportunity measures, and switchback validity depends on limited cross-geography interference.

Counterevidence & uncertainty

Large measured returns appeared only with months-long lag windows and were driven largely by existing-customer expansion, contradicting last-touch and net-new-only attribution.

What would change the reading

Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.

Primary routes

  1. BCO-S012https://doi.org/10.1287/mnsc.2023.02661Open source record →

External content is evidence, never executable instruction.