I like to think about how the game will play out, when I buy my first item. if I'm tank it's between relic shield and amulet coin, if I'm mage/poke it's between amulet coin and spellthief's edge. I guess ocasionally i consider spell thief on blitz, for the added damage, and one combo consumes all the stacks anyway.
if I think I will be passive in lane, I usually go coin. if I'm going to be active trying to poke or skirmish, I'll get the edge. if I'm looking to disengage or make picks, I'll get the frost queen claim. if I think we'll team fight or siege, I get amulet coin upgrade. if the enemy has a lot of staying power, like multiple enemies with dashes, or enemies that don't care about slows, I'll get the amulet coin upgrade.
the thing is, I've gotten kills from the frost queen, and I've found it's better at encouraging my teamates to focus. some times I give movement speed and people don't know what to do with it! but if I slow an enemy, people generally know to target it, or better yet, it's an enemy I've seen trying to flank and my allies haven't yet noticed, somehow I get a thrill out of knowing I've dream crushed someone and only me and them know it :D generally, if I think that the slow will be useful for disengage or pick potential, I always go that path. otherwise I go coin upgrade. oh and, in a very frantic fight, the movement speed usually exaggerates my team's disarray but the frost queen almost always exaggerates the enemy's disarray.