Causal Inference in Marketing Applications
28 Pages Posted: 14 Sep 2017
Date Written: March 20, 2017
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.
Keywords: causal inference, targeted marketing, experimental methods, policy evaluation
JEL Classification: C18, C26, C52, M31
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