How many buyers will an additional dollar of online marketing bring in? Which customers will only buy when given a discount coupon? The best way to determine how the levers at our disposal affect the business metrics we want to drive is through causal inference. In this book, author Matheus Facure explains the untapped potential of causal inference for estimating impacts and effects. Managers, data scientists, and business analysts will learn classical causal inference methods, like randomized control trials (A/B Tests), linear regression, propensity score, synthetic controls, and difference-in-differences.
Description:
How many buyers will an additional dollar of online marketing bring in? Which customers will only buy when given a discount coupon? The best way to determine how the levers at our disposal affect the business metrics we want to drive is through causal inference. In this book, author Matheus Facure explains the untapped potential of causal inference for estimating impacts and effects. Managers, data scientists, and business analysts will learn classical causal inference methods, like randomized control trials (A/B Tests), linear regression, propensity score, synthetic controls, and difference-in-differences.