Mitigating estimation risk : a datadriven fusion of experimental and observational data

The identification of causal effects of marketing campaigns (advertisements, discounts, promotions, loyalty programs) require the collection of experimental data. Such data sets frequently suffer from limited sample sizes due to constraints (time, budget) which can result in imprecise estimators and inconclusive outcomes. At the same time, companies passively accumulate observational data which oftentimes cannot be used to measure causal effects of marketing campaigns due to endogeneity issues. In this paper we show how estimation uncertainty of causal effects can be reduced by combining the two data sources by employing a self-regulatory weighting scheme that adapts to the underlying bias and variance. We also introduce an instrument-free exogeneity test designed to assess whether the observational data is significantly endogenous and experimentation is necessary. To demonstrate the effectiveness of our approach, we implement the combined estimator for a reallife data set in which returning customers were awarded with a discount. We demonstrate how the indecisive result of the experimental data alone can be improved by our weighted estimator, and arrive to the conclusion that the loyalty discount has a notably negative effect on net sales.