Qm
Statistics

Sales jumped after the ad. Did the ad cause it?

control-groupcausal-inferenceconfounding

A retailer runs a big television campaign in December. Sales that month come in 30 percent above November, and the marketing lead wants to declare the campaign a clear success.

Why can you not yet conclude the ad caused the jump, and what comparison would let you?

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Bad Controls and Post-Treatment BiasConfounding and the Backdoor CriterionConfounding in Financial DataDirected Acyclic Graphs for CausalityDouble Machine Learning

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