Dr. Julian Runge, a Northwestern University faculty member and Bill Grosso, founder and CEO of Game Data Pros, have written a guest post, Combating Misinformation in Business Analytics: Experiment, Calibrate, Validate, for Mobile Dev Memo (MDM), the leading independent blog in mobile and digital advertising.
“While [Observational Causal Inference] techniques are valuable for exploratory analysis and generating hypotheses, current evidence suggests that relying on them without further validation is risky. In marketing and business analytics, where decisions directly impact revenue, brand equity, and customer experiences, businesses cannot afford to act on misleading insights.”
Read the post on the MDM website.
