Causal Inference in Marketing Applications

Marketing applications offer many difficult and unique challenges in causal inference. In particular, targeted marketing activities, the arch-typical example of is search ads, can be difficult to evaluate using purely observational data. I review causal methods proposed in the recent econometrics literature and consider their suitability for various problems in marketing. In particular, I call attention to problems of how to evaluate various estimation procedures in the marketing context

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Year of publication:	2017
Authors:	Rossi, Peter E.
Publisher:	[2017]: [S.l.] : SSRN
Subject:	Kausalanalyse \| Causality analysis \| Induktive Statistik \| Statistical inference \| Theorie \| Theory \| Marketing

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